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. . . THE . . . 

Dry Ooods Dook 

Edited by 


The Charles Austin Bates Co. Incorporated 

The Charles Austin Bates Co. Incorporated 



Some dry goods men have tried advertising, and found 
out that it doesn't pay. 

Some men have tried the dry goods business, and found 
out that that doesn't pay. 

Any man's failure at anything legitimate proves nothing 
beyond his own incapacity. 

The right kind of advertising and management are quite 
sure to convert any small dry goods store into a large one. 
That is the way all the large ones have been brought into 

But the purpose of this book is to help those who are 
progressive to do better advertising rather than to convince 
the incapable ones of its imperative importance. 

Dry goods men as a class are a bright, energetic lot, and 
nearly all of them are broad-gauged enough to acquire a 
much better knowledge of the art of good advertising. 
Those who do are sure to put more impetus into their busi- 
nesses and enjoy the financial rewards which it will bring. 

The poor dry goods advertising which occupies so much 
space in American newspapers is largely due to the lack of 
just such information and help as this book affords. 

Here and there, in perhaps one town in a hundred, are 
to be found dry goods men who have met with phenomenal 
success — men who have outstripped all competitors, and 
built up business seemingly all out of proportion to the 
sizes of their towns. Such growths are not instances of 
luck nor the fruits of brains endowed with natural qualities 
superior to yours. They are invariably the results of vig- 
orous advertising directed by a liberal quantity of ordinary 
common sense. 

There are such opportunities awaiting men in just about 
ninetj-nine towns and small cities out of every hundred. 
This country is young yet, and those wdio think that golden 
opportunities are pretty thoroughly exhausted are sadly 
deceiving themselves. 


It is true that there is plenty of competition everywhere, 
but, aside from the great cities, there is positively very 
little competition which will withstand a vigorous adverti- 
sing campaign of the right sort. And within the great 
cities there are so many little, unprogressive houses which 
do not advertise, that a great, big, open field is left for 
who do. 


Good outside advertising won't succeed in spite of .short- 
comings within the store any more than good clothes will 
cover up a man's ignorance. 

All kinds of successes depend upon consistency, and a 
greater degree of it seems to be essential in advertising than 
in many other business operations. 

An ad in a newspaper can produce a wholesome effect 
only b}' making good, strong claims, and then by having 
goods and conditions within the store in harmony with the 

Therefore the foundation of your advertising depends 
upon you, and your goods, and your clerks, and the general 
savor of your store. 

You should decide upon a course that will result in the 
.second coming of your customer before you make any effort 
to secure his initial purchase. 

Absolute honesty is absolutely necessary if you are to 
continue for more than thirty days in one place. 
And it would take a very proficient liar to conduct a busi- 
ness for only the month more profitably upon a dishonest 
basis than could an honest man on an honest basis. 

You must know that your clerks are just as honest as 
you are. You assume responsibility for their conduct when 
you employ them, and no one will excuse you for any mis- 
representations on their part. 

Politeness is almost as important as honesty. It goes 
hand in hand with it. Clerks often become impatient and 
display their tempers to customers. And the cu.stomers 
u.sually know where there are other .stores graced with polite 

Your clerks are under obligations to you, but your 
customers are not. You can better afford to discharge a 


clerk than to lose a single customer. Clerks need a great 
deal of training and watching, and those who "know it 
all " and won't be told should be retired. 

Women are the principal buyers of dry goods. And 
women are especially fond of bargain sales. 

When you advertise a special sale of some line or lines of 
goods, very careful attention should be given to making 
the occasion and its purpose thoroughly apparent. There 
should be just as much enthusiasm in the store as there is 
in the ad. Every clerk should understand the claims of 
the ad just as well as its author. The goods should be 
prominently displayed with the special price marked on 
them. And any attempt to side-track the special proposi- 
tion, in order to sell something else on which there is more 
profit, will lower you in the esteem of your customers. Of 
course, if the special-sale goods don't suit, then every 
reasonable argument and effort should be made to sell some- 
thing else. One of the principal advantages of cut-price 
sales is the sales of other goods on which prices are not cut, 
but you must be very careful lest people think that they are 
gotten up solely for that purpose. 


When you have the foundation in good, substantial shape, 
then your advertising appropriation should mostly go to the 

Everybody who reads the newspapers reads the ads. 
And those who do not read the newspapers are so ' ' few 
and far between " as to be hardly worthy of consideration. 

Women, especially, are great believers in ads, and they 
are pretty sure to know how your prices compare with 
those quoted in the ads of your competitors. 

Newspapers afford the cheapest and best way of reaching 
the public. They do the compiling of the names, the 
addressing, and pay the postage. It would cost many times 
as much to mail circulars. When you use circulars, you 
pay all the expense. When you use the newspapers, the 
clothier, and the hardware man, and the grocer, and the 
furniture dealer, and a whole lot of your neighbors, who do 
not come in competition with you, help pay the expense. 
A newspaper is a sort of co-operative institution for the 


general good of the public ; and those who do not utilize the 
advantages it affords are certainly injudicious. 

Some people underestimate the value of newspaper ad- 
vertising because they think that there are so many ads 
together that none will get much attention. That is a mis- 
take. Ads, like people, get attention exactly in propor- 
tion to their deserts. There are always so many poor ads 
in every paper that there will be little difficulty in preparing 
one so good that it will present a striking contrast. And 
with a good contrast in your favor you need not worry 
about the number of other ads in the paper. 

I do not condenni circulars unconditionally. There are 
sometimes conditions which render them invaluable. Mer- 
chants in towns with no newspapers must necessarily use 

They may occasionally be used to supplement the news- 
paper advertising. 

It will probably pay most any dry goods retailer to keep 
a list of his customers, and mail them circulars several times 
a year, providing, of course, that the circulars are really 
attractive and tell something that is worth telling. 

They may be profitably used to announce the arrival of 
the new styles of dress goods, or wraps, or similar lines, for 
the forthcoming season, and should be prepared with a view 
of impressing each woman that you are taking a personal 
interest in her welfare. It is an eas>- thing for a woman to 
think herself superior to most other women, and if she is 
impressed with the idea that she and a few others of special 
importance are receiving this more personal attention, the 
result will doubtless prove satisfactory. It should be borne 
in mind that the only object in using this more expensive 
method of adverti.sing is to produce certain effects that are 
not possible with the cheaper advertising medium. And 
with this in view it would probably be the cheapest in the 
end to have the circulars printed on a very high grade of 
paper so as to permit the use of some really artistic illus- 

Cheap circulars, and cheap handbills, and cheap boys to 
distril)ute them, are about the most unprofitable combina- 
tion ever looked upon as "advertising." It mighi pay, 
but your chance of getting your money back would be 
equally good if you were to stake it on a horse-race or the 
next election. 



Liberal and continued prosperity depends upon holding 
customers after you yet them, and upon keeping them well 
informed in regard to your stock and the fluctuating prices. 
Regular customers will buj^ just what they think they need, 
but the shrewd advertiser can often alter the customer's 
estimate of her needs. If a woman is exclusively your 
customer, you should not be entirely satisfied with her 
patronage. Of course she should not know that you are 
not satisfied, but you should not allow her to forget about 
any new goods which she may need later. 

A very valuable method of advertising is entirely ignored 
by a very large proportion of dry goods stores — the care- 
ful use of booklets. 

A booklet, folder, or some similar piece of matter, should 
be included with every sale and should always be put inside 
the package. 

When a w^oman gets home with a package she almost in- 
variably sits down to rest and makes a leisurely inspection 
of her purchases. If a pretty, catchy booklet falls out of 
the package it is very sure to get attention, and the more 
attractive it is, the stronger impression it will make. Very 
likely it will suggest something that she wants ; and after 
it has occurred to her that she wants it, the desire will grow 
upon her, and in a day, or a week, perhaps, she will buy it. 
But if the booklet doesn't make the sale, it will make a 
good impression. 

Of course this can't be done with a poor, slouchy booklet 
such as a fourth-rate country printer would turn out. Nei- 
ther can it be done with a well-printed booklet, if it be care- 
lessly written. 

You can get booklets made for about any price you want 
to pay. You shouldn't decide upon what you think you 
can afford to pay, and then order accordingly. You should 
decide upon the kind of a booklet that will make the great- 
est impression, and then pay what is necessary. You 
can afford to pay a great deal more per capita to talk to 
actual customers, than you can to talk to the public in 

Five hundred expensive booklets put in the right places, 
will do more good than five thousand poor ones thrown 
about at random. What I have said in regard to quality in 


booklets and circulars applies also to stationery and any 
other printed matter yon may use. 

To make more than an ordinary impression, it is neces- 
sary to employ something above ordinary methods. The 
sole mission of this book is to make extraordinary stores 
out of ordinary ones. 


What will be the price of wheat a year from to-day ? 
You don 't know. If yon could always know a year, or a 
month in advance, it would n't take you long to become a 

If you could always determine a year in advance just how 
much money to spend for advertising, and how to spend it 
to get the very best returns, you could be absolutely sure 
of distancing all competitors in a very short time. 

No one can tell now just how much you may be able to 
spend profitably six months from now. Of course an esti- 
mate can be and should be made. You should map out a 
course and have a definite aim, but you should alter your 
course whenever j'ou see better roads to travel over. 

If 3^our advertising is paying well, the best thing you can 
do is to try an increase. If you can double, or treble, or 
quadruple it, and still maintain the same ratio of returns, 
then that is what you should do. 

The man who spends a thousand dollars a week, may 
make more or less than the man who spends a hundred 
dollars. The amount any one should spend should be de- 
termined from day to day, or w^eek to week, according to 

If you make a contract with a newspaper to use a certain 
amount of space during the year, you should reserve the 
right to use just as much or little space in each issue as you 
choose, and to buy more space pro rata. Without these 
privileges you would not be able to make the most judicious 
use of the space. 

You may, at any time, find it advisable to greatly in- 
crease your advertising appropriation in order to cope with 
new competition ; or a new railroad or trolley line may open 
up new territory which you could profitably cover under the 
changed conditions. 


You may be advertising in two papers, and find it desir- 
able to drop one altogether and double your space in the 
other. A careful study will soon give you a good idea of 
the relative value of different papers. Your clerks can help 
you to determine this matter. They will often hear cus- 
tomers speak of your ad in one paper or another, and by 
comparing notes you will see " which way the wind blows." 


If you deserve patronage there are reasons for it. Your ad 
should tell the reasons rather than the mere fact that you 
are deserving. 

The American people want proofs for everything. 

If you tell the people that you can sell a better grade of 
silk for five dollars a yard than any one else can, you must 
give an honest reason for it or the assertion will have no 
weight. If there is no reason, then it must be an untruth- 
ful statement, and if untruthful it should be left un.said. 

Perhaps you are an importer of silks. Perhaps you have 
the exclusive sale of some silk maker's goods. Perhaps you 
were fortunate enough to secure the best job lot bargain of 
the season. Perhaps you sell more silks than any one else 
in your city, and therefore get the biggest discounts. Per- 
haps you do a little wholesaling in addition to your retail- 
ing, and thus have an inside track. There might be any one 
of a great many reasons, why you could sell cheaper than 
your competitors, but if you can't, you should simply 
say that your silks are the best that can be sold for the 
prices asked, and talk a good deal about their qualities, 
and where they came from, and how famous the manufac- 
turers are. There are plenty of things to say without en- 
larging upon the truth, and without falling back upon any 
old, hackne^^ed, meaningless 

People want to know what you have to sell, and how 
good it is, and what you charge for it. 

Generally speaking, every ad should quote a price, or a 
few prices. But a price means nothing, unless the goods 
are fully described 

Don't try to embellish your ads with big words or flowery 
sentences. The great majority of your customers are plain, 
ordinary people, who can best understand plain, simple, 
concise language. 


There has been a great deal of controversy over the 
question of long or short ads. Some say an ad should be 
short, or people won't take the time to read it. Others say 
it should be long in order to make a big impression. It 's 
about as senseless as the ' ' is marriage a failure ? ' ' question 
Some marriages are bad failures. Some are decidedly 
otherwise. Some ads should be short. Some should be 
long. It depends upon what you have to say. 

Many people make a mi.stake by trying to fill a large 
space when they have but little to say. Many will make 
their ads too brief. They will spoil a powerful argument 
in order to get the matter in a dollar's worth of space. 
There are so many more ways to do a thing wrong than 
right that the careless man usually does it wrong. 

It is best to make most ads comparatively short, but it is 
never wise to weaken a good argument for the sake of 

It w^ould be better to have a dozen people read a long ad 
and be convinced of something than to have a thousand 
people read a short ad that tells nothing. 

People will read long ads if they are worth reading ; 
that is, the people who are interested. An old bachelor, interests are wrapped up in the price of wheat isn't 
going to read a chapter nor a part of a chapter on the new 
styles of dress goods, no matter how entertainingly it may 
be written. But the woman who is about to replenish her 
wardrobe will read a whole page of fine print about them, 
if it be instructive enough. 

The best advertiser is the man w-ho has the best common 
sense and makes use of it. He relies upon his judgment 
and not upon advertising rules set forth by some successful 
man whose circumstances were greatly different. 

You should never say anything in an ad that you would 
not say personally to a customer. 

If a woman were to enter your store you would n't say to 
her : " This gigantic emporium abounds with an unmatch- 
able and resplendent array of startling and stupendous 
bargains at slaughter prices." 

And yet a great deal of valuable space in newspapers is 
filled with that kind of twaddle. 

Just recall what you said to the last half dozen customers 
you waited upon, and you will almost invariably recall good 
material for an ad. 


Don't tell what 5'oiir competitors can't do. Tell what 
you can do. 


Display means prominence. Good display means just 
enough prominence to gain the attention, and enough lack 
of it to avoid a confusing jumble. 

The lack of simplicity detracts greatly from the effective- 
ness of many otherwise good ads. Ad compositors in 
country newspaper offices quite universally make the mis- 
take of badly overdoing the matter of display. They fill 
every bit of space with black type when possible. Nine 
out of ten ads would be more effective with no dis- 
play at all than with the country-printer style of con- 

Never more than three kinds of type nor more than three 
heavily displayed lines should be used in any one ad. And 
only one or two styles of type and one or two display lines 
are usually much preferable. 

I never could understand the wisdom of making a lot of 
figures the largest thing in an ad. The first glance at such 
an ad shows a lot of big black figures. You have to look 
pretty closely to find out what it is all about. The price of 
an article is a very important part of its description, but the 
article itself is of more importance than the price. 

In many of these advertisements, probably two fifths of 
the total space is occupied by the prices. It 's a waste of 
space. The effect would be very much better, and the 
advertisement very much easier to read, if the prices were 
set in the same kind of type that is used in the description. 

If you must have the prices in black letters, do not make 
them bigger than the name of the article. People do not 
look through the paper just to strike some particular num- 
ber of cents or dollars. What they want to see first is 
what sort of goods are advertised. If a woman is just 
about to make the baby some clothes, she will be interested 
in embroidery, and she will read all that the advertiser has 
to say about embroidery. She will find out what it costs, 
because the fact that it is advertised, in cases, indi- 
cates that it is going to be .sold at a reduced price. 

I believe very strongly in the plan of putting most of the 
advertising effort on to slow-selling stock. 


If the silk counter is doing all the business it can, and if 
people are positively clamoring for silks, that department 
will need no advertising. 

If econom}' in advertising is any object, the space should 
be devoted to some other stock. Probably at the time silks 
are selling freely, wool dress goods are limping along sev- 
eral degrees behind last year's business. That 's where the 
advertising ought to go. All the silks need at such times 
is a semioccasional push and a line or two simply to tell 
people that they are there. 

If the advertiser will keep careful record of the daily 
sales in each department, and take last year's sales as a 
guide for this year's advertising, he will soon establish a 
system that will be effective in the extreme. The effort is 
always to beat last year's bu.siness. If the stock is taking 
care of itself, and will be at last year's record without help, 
it is tolerably safe to let it alone, but if it is lagging a little 
bit, it needs a good, strong tonic. 

Don't make the signature of an ad the most prominent 
thing. Make it a little more prominent, perhaps, than the 
body of the ad, but not nearly as large as the head line. 

Overdisplay weakens an ad just as overwork weakens 
a man's muscles. 

You wouldn't read a story if every other line were set in 
a different kind and size of type. Should you begin, you 
would lose patience and interest immediately. Don't 
expect people to read your ads if set in such a style. 

The simplest, easiest-to-read ad will be read by the most 
people. The force of it depends entirely upon the argu- 
ment and not upon large type. 

There is a growing demand for borders, and one by one 
new.spapers are finding it expedient to add them to their 
type equipment. A great many local advertisers are buy- 
ing their own borders, the exclusive use of which they have 
in their local papers. The general advertisers and maga- 
zine advertisers have long been liberal u.sers of borders. 

Tlie best borders for general use are clear, clean, distinct, 
black and white lines of varying width and design. Gen- 
erally speaking, the simpler the design, the better the 
border. A border full of "curlicues " and details is not as 
strong as a simple one. The border is designed for the 
purpose of cutting the ad out of the mass of ads on a 
printed page. Taken as a whole, the type on a printed 



pag^e makes a sort of s^'^Y color. Tlie black and white of 
the type and paper is so mixed up and blended that the 
impression is not of white paper and black letters, but of 
one uniform gray tone. If the border is full of detail, it 
has the same general color tone as the rest of the page, 
and so is ineffectual in separating its ads from other ads or 

A good, strong, black border, every line of which is per- 
fectly distinct, will contrast with the gray of the sheet, and 
this is what makes it stand out. The shape of the border 
doesn't really make very much difference, so long as it is 
strong and simple. 

Towels Pliajc !• 

and doesn't the whole thing^ 
look natural? 

Have plenty of towels around 
and here's your chance — 

The 30c large size bath 
towels for 22c — every bather 
likes a large size one. 

Only 8c saved on each one? 
Yes — that's nearly a dollar on 
a dozen. 

And good bath towels, t0f> 
at that. 

We're going to have our 
remnant day this Fri- 
day— that's all now 


The above reduced reproduction of the Hugus & Hacke 
ad shows a style of construction w^hich is very effective. 
The cut is sure to attract attention while the matter follow- 
ing is so plain and easy to read, and written in such a 



concise, good-natured manner tliat most every one will read 
it. If the signature were considerably smaller, I think the 
ad would look much better, and it would certainly be just as 
effective. Those who use a small space can find no better 
style than this. 





$5.00 and $6.50 


This morning we place ou sale, to 
be offered for two davs, FRIDAY 
and SATURDAY, 350 Heavy Black 
Beaver Jackets, that we paid ^3.75 
and 4^4.25 for at wholesale; sizes 32, 
.34, 36, 38, 40, with large storm col- 
lars; Jackets trimmed with braid, and 
the best $5. 00 and ^C,.50 values in the 
city, for only 

The Plymouth ad shows the use of a pretty cut, simple 
but prominent display, and a name plate. This ad shows 
at a glance that The Plymouth sells $5.00 and $6.50 jackets 
for $1.25. This is a good ad, because its mission is instan- 
taneously apparent. Then, those who have further interest 
are given further facts in plain, straight reading-matter — 
no corners to turn nor embellishments to evade. If the 
name plate were smaller the general apjiearance of the ad 
would be improved. 


Stick to simple display and strong argument and you will 
always have effective ads. 


The large dry goods houses that use hundreds of dollars' 
worth of newspaper space daily can determine the distinct 
advantages or disadvantages of any feature more readily 
than those advertising on a smaller scale. And they have 
many times demonstrated that the liberal use of illustra- 
tions makes an ad very much more effective. 

This feature is so valuable that many large houses have 
their ow^n artists, and never use an ad without new^ stri- 
king, original pictures. 

A picture puts life into an ad. It gains the attention of 
many people who would not otherwise become interested in 
the ad. 

While it is often desirable to illustrate the article adver- 
tised, pictures that do not do .so, and which are designed 
only to attract attention, are of great value. 

An agent must have two distinct qualifications. He 
must be able to secure the privilege of talking to a man 
who doesn't want to listen to him, and then he must induce 
the man to buy his goods. 

Often the man who is persuaded against his w'ill to listen 
to the agent is afterward very much interested in the goods 
and glad of the opportunity to buy. 

The ad is 3'our agent, and must have these two essential 
qualities infused into it. 

A striking picture will do more than anything else 
toward creating an interest in the accompanying argument. 

You must bear in mind that there is an inunense amount 
of poor, uninteresting advertising matter in most papers, 
and that the object of pictures, and borders, and simple, 
striking display is to individualize it, and thus gain the 
attention of those who are glad to read any ad that tells 
something w^orth while. 


A woman is pretty sure to know when the shirt-waist sea- 
son begins, and when the golf season begins, and when the 
merchant should have his winter cloaks on sale. She is 


often heard to remark that ' ' Jones has a lovely assortment 
of spring jackets, but Smith hasn't got his new stock in 

The dry goods man must keep very close watch of the 
seasons He should always have his goods in early and be 
ready for hot or cold weather which may come a little in 
advance of its schedule time. But don't them too 
much in advance of the opening of the sea.son. 

The blow has the most effect if struck while the iron is 
hot. The most timely advertising is the most effective. 

Don't try to hurry the seasons. It is a good thing to get 
ahead of competitors, but it is n't advantageous to get so 
much ahead of them as to make j^our ads untimely. 

Don't say very much about shirt waists until signs of 
warm weather come to your assistance. Then say a great 


A great many people will say, "A guarantee goes with 
every article that leaves our store." That doesn't amount 
to anything. Perhaps they guarantee to charge all an arti- 
cle is worth, or more. Perhaps they really mean .something 
in good faith , but such a ' ' guarantee ' ' seems to imply that 
they want to avoid any definite 

' ' Money back if you want it ' ' is the most satisfactory 
and substantial guarantee that you can make. It implies 
that you have just as nuich confidence in the merits of your 
goods as you want your customers to have. That is a great 
point. That is where the absolute honesty comes into con- 
sideration again. You should offer to refund the money for 
anything that may prove unsatisfactory. If your goods 
are as you claim, you need n't worry about having many 
of them returned. 

People don't buy goods for the sake of returning them. 
It isn't pleasant. They come back with them only when 
they believe they have sound and sulTicient rea.sons for 
doing .so. If your goods are all right, they won't have 
occasion to bring them back. If your goods are not all 
right, you can well afford to pay something to find it out 
and to find out why. 

Remember that a dissatisfied woman is a "powerful 
bad" advertising medium. 



Many women have what some people style a "mania" 
for bargains. 

There are others who are not very particular about prices 
so long as the}^ are fairly moderate. But the bargain hunt- 
ers outnumber the other class. 

The men who offer the most and best bargains get the 
most trade. 

Women who are attracted by a few cut prices very often 
buy ten dollars' worth of goods at the regular prices and 
one dollars' w^orth on which there is a saving of fifty per 
cent., and go home satisfied. They may not save very 
much, but they will plan their shopping so as to take ad- 
vantage of whatever savings are offered. 

You should hold special remnant sales often enough to 
keep your stock pretty free from them. 

Special, reduced price, clearance sales should be on the 
program often enough to make everything go out of your 
store before it goes out of style. It is better to be a little 
too early than too late with a sale of goods soon to go out of 

While a cut-price sale a little too early might result in the 
loss of some full-price sales, it will better please those w^ho 
buy, insure the sale of more goods, and enable you to com- 
mence the forthcoming season in better shape. 


People are about a hundred times more likely to want a 
thing after seeing it than before, providing, of course, that it 
is something worth having. ■ 

When a small boy goes to a circus for the first time, he 
is very likely to decide that he wants a steam calliope and 
an elephant to substitute for his tin wagon and four-cor- 
nered kite. Seeing the things creates the desire for them. 

A clean, tastily trimmed show-window does a great deal 
toward making a business profitable. 

Many people could not succeed without it, and many 
others fail for the want of it. 

It makes a great difference in the outcome whether a 
business is running at just a little loss or just a little profit. 


In many instances a better window display would just turn 
the tide. 

If a woman sees a pair of gloves in your window which 
just suits her fancy and the price seems reasonable, she will 
probably buy them. If she doesn 't see any gloves in any 
window she will go to John Smith's store for her gloves be- 
cause she has always traded there. 

Every time 3'ou make a good, striking display of some- 
thing in your window, 3'ou will probably bring some one or 
more people into the store because of it ; and when they get 
inside they may make several purchases before leaving. 
You have probably done that very thing yourself lots of 

The best window display is that which makes the most 
distinct impression and is also designed to make an immedi- 
ate sale. 

A window may be filled with pretty things and be very 
" showy," and yet make no distinct impression. 

Don 't show a lot of different things at once. One or a 
few things will do a great deal more good. Keep your win- 
dow display in harmony with your newspaper advertising. 
If your ad says shirt-waists, make your window say shirt- 
waists. Have the prices in the ad and in the window. 

I think that about ninety-nine times out of a hundred it 
is a decided advantage to have a show card giving the price 
on everything displayed in the window. 

Some merchants argue that if any one is interested in the 
goods he will come in to ask the price, and then the sales- 
man has the opportunity to explain the merits of the goods 
and talk him into buying. This is not the best way. Some 
people will come in to ask the price. This plan will cer- 
tainly make some sales that the other plan would n't. But 
the other plan will certainly make man}' more sales. 

The best wa}' to treat your customers is the way that is 
the easiest for them. 

It_ seems as if some merchants always try to keep their 
prices secret. Such a disposition always implies to me that 
they have different prices for different customers. 


There are two ways of looking at advertising, both of 
them right. Advertising should be done during the dull 


time for the purpose of starting up trade at that time, and 
also for the sake of the benefit which will come from being 
continuously before the public's eye. A man should just 
as quickly think of stopping his advertising in the summer 
or in the dull time after the holidays as he should think of 
closing up his store for several months in the year, and 
keeping it open only when trade would keep him busy. 
There are probably many houses in the country that could 
shut up for four months in the sunmier and be ahead in 
cash at the end of that four months. But at the end of the 
next four, the gain would not be apparent. It does not 
take people very long to forget things, and if the store were 
closed four months, or the advertising stopped four months, 
a great many people would have forgotten that the store 
was in existence. 

The other view of advertising is that it ought to be 
pushed during the busy time when people are ready to buy. 
Advertising can not be expected to sell goods when people 
do not want them, and it will naturally be most effective 
when it gives publicity to some desirable article at just the 
right time. 

I should think that if a merchant carried a space of four 
inches single column all the year round, he ought to double 
the space for the busy months, and occasionally during that 
time he can make larger spaces very profitable. 

In business, as in all the other affairs of life, everything 
comes at once. When a business man is so busy with trade 
and with buying and receiving his goods that he has no 
time to eat or sleep, just at that very time his advertising 
demands the most careful attention. Just at that time his 
advertising is the most important part of his business, and 
usually it is the most neglected part. 

Ready=Made Ads 
for Busy Merchants 

The following pages of ready- 
made, illustrated ads will be found 
invaluable. They are so varied that 
something appropriate will be found 
for almost any occasion. 

You can use the cuts with the 
matter as shown, or the cuts with 
original matter of your own. Again 
you will find the ad matter, with 
or without alterations or additions, 
suitable to use without the cuts if 
you so desire. All sorts of combina- 
tions of cuts and matter can be made. 

When you want cuts, order them 
by number only. The prices and 
postage rates appear on inside of 
front cover. 

These ads are printed on one side 
of leaves only, with plenty of room 
below them, so that you can add 
prices, signature, etc., and then tear 
out the page to send to the printer. 
Thus the preparation of a daily or 
weekly ad of the very best kind is a 
matter of only a few moments' work. 

No. 1009. 

Our Prices Are Persuasive 

and coupled with the 
extremely high grade of dry goods we 
sell, they are most convincing. People 
who come here once never go any place 
else. Why should they? Travel the 
world over, they could n't find better 
goods at lower prices. The prices speak 
for themselves. 
Look at these : — 

No. 1060. 

Something to Admire. 

There 's always something for women 
to admire at this store. We make it a 
point to keep more attractive goods than 

any other dealer in . We want to 

have it said of us : " Well, if 

hasn't got it, nobody in town has." 

Another thing to attract the buyer is 
the price. We are perfectly satisfied with 
just a little profit on each sale. We want 
lots of sales. 

No. 1082. 

The More You Learn 

of our dry goods prices, 
the more certain we are of your trade. 
The more you know about qualities the 
quicker will you recof^nize the fact that 
our goods are worth every cent we ask 
for them. We never slight quality to 
make a low price ; all our prices are as 
low as any one's. 

No. 10S3. 

Women's Wear of Every Kind. 

Because one's underwear is out of sight 
is no reason why as much pride should 
not be taken in it as in outer gar- 
ments. In many cases there is more 
care exercised in the selection of an 
underskirt than in the choice of a dress. 
We want to .sell underwear to these par- 
ticular women. We want them to know 
that fine underwear may be bought here 
for the price of cheap-looking muslins. 

No. II22. 

Prosperous, Fashionable, 

Well- Dressed People — 

those who are particu- 
lar, and economical — trade at our store ; 
and lots of them, too. They know that 
if we ask ten cents, or ten dollars, for an 
article that it is worth that much. There 
is no element of chance when you buy 

Fashion's Decree. 

By decree of her imperial majesty — 
Queen Fashion — it has been declared 

that and dress goods shall 

reign supreme for spring wear. We bow 
to the edict and have ready a splendid 
stock of these new fashions. There 's a 
storm of styles, a wilderness of weaves 
for every sort of a dress. Grave to gay. 
Never since wool was spun and weavers 
wove, perhaps, were such reliable, hand- 
some dress goods offered at such pleasing 
prices as I here quote. 

No. 1 142. 

Harbingers of Spring. 

Come into the store now, if you want a 
breath of spring time. Easter is com- 
ing, and after that, sunshine and balmy 
weather. You can see what is proper to 
wear in our store. The main ideas are : 
Correct styles, irreproachable qualities, 
prices from medium to high. 

No. 1 145. 


Look In On Us 

When you need dry 
goods, and you '11 not regret it. You are 
always sure of the lowest prices in the 
State, and the goods are always just as 
This week . 

No. 1 163. 

For Your Spring Gown. 

The material and the trimmings for 
your Spring gown can be bought nowhere 
else so wisely and economically as here. 

The goods are all you can ask — fresh, 
fashionable, and in wide variety. 

The prices are even lower than our 
prices usually are, and that means a great 

No. 1171. 

Gloves for Spring. 

Unless you 've bought a pair of gloves 
within a month, your gloves are out of 

The gloves for this Spring are new in 
style and color. 

All the latest fashions in the stocks of 
the leading glove makers are represented 
in our new line of Spring gloves. Come 
in and see them. 

No. 1 23 1. 

The Egg of Lent 

will soon be broken, 
and out will step beauty and gladness, 
ready to celebrate Easter Sunday. In ad- 
dition to our spring stock, and especially 
for this occasion, we have put in a line of 
goods, varied, fresh, and stylish enough 
to please the most fastidious. The wear- 
ing of something new on Easter brings 
luck, and we expect to sell something to 
every one in town before then. Here are 
a few suggestions : — 

No. 1232. 

When a Woman 

starts out to buy, she 
likes to know she can secure all she 
wishes under one roof. There is a great 
satisfaction in knowing that you do not 
need to visit a half dozen stores in order 
to complete 5'our purchases. We have 
every thing that can be desired in the 
dry goods line, and you will find our de- 
partments stocked with bargains con- 

No. 1244. 

When Women Compare Notes 

about dress goods, and 
a good many other kinds of goods, they 
are pretty sure to come to the conclusion 
that our store is the proper place to buy 
them. The uniformity of our prices and 
goods makes our store of a good deal of 
importance to fashionable women. 

No. 1286. 



r A B R I C S 

Stylish Women 

are not necessarily rich, 
but they are always wide-awake. They 
keep their eyes open, and get their clothes 
at a store where large buying makes low 
prices — where styles are fresh and new — 
goods tempting and durable. 
For example . 

No. 1407. 

The Way a Corset Is Made 

has everythirg to do 
with its comfort, appearance, and wear. 
The Corset is made of good ma- 
terial, and is flexible. That's the founda- 
tion of success. It will adapt itself to 
any form, as if the wearer were melted 
and poured into it. It could n't fit better. 
Its flexibility makes it fit perfectly. It 
makes it comfortable. It makes it eco- 
nomical. The price is $ . There 

is no corset made which will give the 
same amount of satisfaction, wear, and 
beauty for the price. 

No. 1 510. 

Travel Over The World, 

and you won 't find a 
better stock of parasols than we have 
waiting to shade your pretty face — be- 
cause we have culled the daintiest and 
swellest creations from all makers. 

The styles, designs, and color effects 
are all pretty and unique. Every one is 
a genuine bargain. 

No. 1521. 

The Bathing Season 

is at its height. If you 
have been enjoying sea or lake baths, your 
present bathing suit needs replacing, and 
we 're going to give you the chance to get 
a new one for a very trifling sum. 
The quality is all right. 

No. 1547. 

" Where Are You Going, 

my pretty maid ? ' ' 

"I'm going to 's, sir," she said. 

And she did come. Comes regularly. 
Doesn't always buy, but looks about. 
Our stock of dainty light goods for sum- 
mer dresses tempts every woman into ad- 
ding another to her wardrobe. 

We keep a good stock of dry goods. 
We know it — almost every one in town 
knows it. Do you ? How can you tell 
what values are here waiting for you, if 
you don't come and see. 

No. 1 56 1. 

Some Women Look Weil 

in shirt-waists — others 
don't. Why is it? It's the shirt-waist 
and not the woman which is responsible. 
A dainty shirt-waist, in the right pattern 
and shade, will make any woman good to 
look upon. We keep all the desirable 
styles. The latest and finest fabrics are 
made up into waists jaunty and com- 
fortable enough to tempt any woman. 
Prices . 

No. iSoo. 

At the Seashore 

or in the country, one 
always remembers thousands of little 
things, which would add to her comfort, 
if she had only thought to buy them. 
Now we are reminding you. There 's no 
excuse for forgetting. Whatever a first- 
class dry goods store should keep, you will 
find here. Fresh goods and low prices 
constitute our stock. 

NO. 1802. 

These Blazing Days 

a parasol is an absolute 
necessity to the woman who would not 
suffer discomfort and have her complex- 
ion ruined by the blistering sunshine. A 
woman can't find a better stock of para- 
sols than we have to shade her pretty face. 
The very daintiest and swellest creations 
of the parasol maker. They are worth a 
long trip to look at, even if you don't 
propose to buy. 

No. 1803. 

It May Be Hard To Decide 

which or what to buy, 
because there are so many good bargains 
here, but whatever you do buy will be 
w^ell worth all you pay for it. We don't 
do business on any other basis. We 
can't afford to. 

No. 1S04. 

There she j^oes, dressed so neat, 

As pretty and styUsh as she is sweet. 

Everybody who trades with us looks 
styUsh — and the transactions are so sat- 
isfactory that they can't help but be 
sweet. There 's more cause than ever for 
satisfaction just now. 

Room has to be made for fall stock, and 
some of the prices are sliding down hill. 

Here's something which ought to in- 
terest vou. 

No. 1805. 

Right This Way. 

Flying 's not too qnick a mode of travel 
if you wish to take advantage of these 
offers of ours. We don't believe you '11 
see "their likes" again this summer. 
Here they come : — 

No. iSo6. 




Bring Your Husband 

and the children and 
the serv^ants, if you expect to carry home 
what you purchase here. Of we 
deliver things, but most shoppers are so 
anxious to get at their bargains that they 
trot home with them themselves. 

Some hot day when }'ou want to get a 
breeze from autumn come into the store. 
The pretty fall goods all about will keep 
you cool as a cucumber. 

No. 1807. 

Through the Hot Summer 

Jack Frost has been 
busy weaving dress goods for autumn. 
He has forgotten neither the maids, ma- 
trons, nor children. The result of his 
work may be seen any time you care to 
call. Drop in and wander about. Get 
acquainted with the many beautiful styles. 
Prices are economical, too. A very little 
money will buy a great deal of style and 

No. iSoS. 

Coming and Going. 

There 's a constant procession of all 
the siunnier dry goods needfuls passing 
through our hands every week. 

They come straight from the makers 
of the best and most stylish, and go 
straight to the homes of people who want 
the best and know they can get it here 
for the least money. 

Here are some items that ought to 
interest vou. 

No. 1809. 

We Have a Line 

of wearables for school 
girls that will please every mother and 

every mother's daughter in . 

"Anything" isn't good enough for 
school wear. In the schoolroom, as in 
the world, clothing marks the standing, 
and determines the treatment, of the 

wearer. We think at cents a 

yard, would make a serviceable, pretty 
dress, and as for style — it's one of 
the most stylish pieces of material in 
the store. Other items for the little 
misses : — 

No. 1810. 

You Can't Stop It. 

The school-bell will ring. It 's hard to 
commence again, but think of the new- 
dresses, gloves, and hats which we have 
here for you. We 're anxious to fit every 

Miss in out in serviceable, stylish 

costumes, and we can do it for a great 
deal less than vou think, too. 

No. 1812. 

Even a Pretty Woman 

would n't look attract- 
ive in a dowdy dress. A stylish dress — like 
a good house — depends on the foundation 
— on the material. If it is nicely woven, 
firm, and carefully made, the dress can 
not help but be a success. We pride our- 
selves on our dress goods. We have 
skirmished the countries near and far for 
the daintiest, the most durable, most sty- 
lish, and most exquisite patterns 19th 
century looms ever produced. They 're 
here to be looked at. Come and look. 

No. 1S14. 

Dainty Gloves 

carry an atmosphere 
of their own. They breathe of good 
breeding and refinement — however plain 
the dress may be. You will find no bet 
ter glove stock than ours, no matter where 
you go — for what can l)e better than the 
best? We know all the di.sagreeable glove 
traits — we know how provoking it is to 
have buttons fly off, and little rips peep 
conspicuously from the back of your 
hand the first time you wear a glove. 
We have looked out for these things in 
buying our glove stock. We have made 
sure — along with the style — that they are 
carefully made of tine material. This 
doesn't mean that the prices are way up 

No. 1815. 

The Host Critical Judgment, 

even that of the man 
who pays the bills, — finds nothing but 
praise for these chic, elegant, and per- 
fectly made fall wraps of ours. There 
are coats here well made of every fash- 
ionable material — coats to make the short 
look taller, and coats to make the stout 
look slender. There is something becom- 
ing for every woman in •. Never 

mind about the prices — they have nothing 
to do with you just now. What we want 
is to get you to look — the buying part 
will take care of itself. 

No. iSi6. 

Right to the Point. 

We always go straight to the point — no 
false modesty about us. We have the 
finest stock of hosiery in the town. We 
know it, and we want you to know it. 
We have bought it es])ecially for you, 
and now we want you to come and take 
it away. In case you are amply supplied 
already, we make prices like these, to be 
sure of catching you : 

No. 1823. 

Look at It. 

Turn it around, look at the inside, the 
lining, the general finish, and tell us if 

you have seen a better coat in 

for that price. We have n't, and were on 
the keenest lookout for rare, good bar- 

No. 1.S24. 

Constant Arrivals 

of new lots of the pick 
of the market swell our magnificent show- 
ing of seasonable dress goods. 

All the latest styles in taffetas, serges, 
organdies, and the like, over here in wide 
variety, ready to fill your summer needs. 

These items give but a faint idea of the 
bargain feast we have spread for you. 

No. 1S25. 


Durable Hosiery 

for children is a hard 
thing to get. They almost have to be 
made of leather to stand the wear that 
some boys give them. We can give you 

a ribbed stocking at cents that will 

give good, solid wear, and we will guaran- 
tee them to wear longer than any you 
have ever bought before. Three pairs 
for cents. 

No. 1S26. 

The "Just As Good " Kind 

does n't look very in- 
viting after a little use. I insist upon 

having the corset, and you'll 

get real comfort and durability. 

No. 1827. 

A Pretty Bow. 

or a silk dress, or a 
spool of thread, or a yard of calico — any- 
thing you want in the dry goods line you 
will find at our store. And if you will 
keep tab on our prices you will find that 
we usually charge enough to make a 
small profit — but never a big one. 

We are prospering by making small 
profits on reliable, honest, stylish goods. 

No. 1.S2S. 

Stop and Look 

just as long as you 
please. It will please you to look, and it 
will please us to have you look. 

We 're particularly interested in capes 
and cloaks just now. We 've a stock to 
make the other merchants tear their hair 
in wild despair. Every style of material 
— every style of make — is adequately 
represented. We don't expect to have 
the stock very long. That 's why we 
want you to look now. We want you to 
know we 're telling the truth. 

No. 1829. 

Dainty Underwear. 

What true woman does n't like all her 
underwear to be dainty. What true 
woman doesn't like laces and rulHes and 
ribbons, even if they are out of sight. 
Winter underwear has to be a little more 
substantial than cobwebs trimmed with 
ribbons, but it can be just as pretty. 

We have a stock of corsets, hosiery, 
and all the accompanying mysteries to 
delight ever)' feminine heart in . 

The prices form no small part of the 

No. 1830. 

Plenty of Ribbon. 

The woman with plenty of ribbon on 
hand, is always well dressed and happy. 
She may freshen up her gowns with fresh 
ribbon at any time — she may freshen up 
her hats at any time. There 's no end to 
the offices that ribbons fill. Now here is 
a ribbon sacrifice. We are going to 
slaughter delicate beauties and modest 
goodness on the altar of advertising. 

We are .selling at simply 

as an ad. Come early if you care to 
secure any. 

No. 1S32. 

Butt'n Kids 

reign supreme in gloves 
this year. If we excel in any one line, it 
is the glove line, as we are ready to prove 
at any time. 

Prices range from $ to $ . It 

is not possible to get a good glove for less 

than $ , unless the seller loses money. 

If you are paying more than $ for 

your gloves, you are paying too much ; if 

you are paying less than $ , you are 

not paying enough. A good pair of 
gloves will last twice as long as a cheap 
pair, and look better, too. 

No. 1833. 

Plenty of Handkerchiefs. 

No one, nowhere, in any condition of 
life can have too many handkerchiefs. 
Money spent for handkerchiefs is profit- 
ably invested, especially if the handker- 
chiefs are bought here. 

Against the holidays we have provided 
a great, big stock at very small prices. 
There are many beauties here, just the 
things for presents. The finest material 
and finest workmanship have gone into 
these goods, and how we can sell them 
at the prices we do, is a constant wonder 
to those who don't know us. For in- 
stance — 

No. 1S34. 

There Is Nothing so Dainty 

as muslin underwear. 
No woman will sit down and make her 
own underwear, if she knows what we 
are selling, and the prices we are charg- 
ing. The workmanship is good, and the 
style is dainty. Durability, prettiness, 
and economy have been combined in a 
delightful manner. There never was 
a better time to get better underwear at 
better prices than right now, and right 

No. 1S35. 

There Are no Two Women Alike. 

What becomes one, is decidedly unbe- 
coming to another. 

In l)uying our coat stock, we tried to 
get enough different styles of coats and 
capes to suit every one. 

There is a wrap of .some kind here to 
perfectly please every woman and maid 

in '— at a price to perfectly please 

her pocket l)ook. 

No. 1S37. 

Lookers Around 

are always welcome 
here. Lookers are merely prospective 
buyers — or good advertisements. If the 
lookers don't want something for theni- 
selve, the}- '11 tell their friends of us, and 
that will do just as well. We are not 
afraid to have our stock inspected, and 
that carefully, too. There 's no fraud 
hidden under fair appearances in this 
store. You may depend absolutely wpon 
any thing we sell you. 

Xo. 1S40. 

Well=Dressed Women 

are not necessarily rich. 
It's easy to dress well on little money, if 
you buy at the right place. That doesn't 
mean Imying cheap .stuff — it is false 
economy to get poor quality ; but prices 
are not the same everywhere, and it cer- 
tainly' is possible to get an article at one 
place for less than it would in 
another. It may take a little trouble to 
find the right place, but it pays in the 
end. You '11 make a short journey if you 
start here, because vou '11 end here. 

No. 1S42. 



We have an assortment of underwear 
here which will please every woman in 

. It will pay every woman in — 

to come in and investigate this statement. 
These goods are durable, dainty, and 
economical. They will save you time 
and temper. A few prices may be of 
interest : — 

Xo. 184;,. 

Women of Limited fleans 

will find many pretty 
ways of fresheninj^ up their wardrobe if 
they'll take the trouble to look around 
here a few minutes. A pretty fichu, for 
instance, over last \-ear's dress will make 
it look like new. There are hundreds of 
other pretty things which we haven't 
time to talk a1)out, but we 're here all 
day, and we woulil be pleased to have 
vou come in at anv time. 

No. 1S44. 

It 's Time to Prepare 

for the summer, the 
season of sports and outings. 

We're ready to fill your dress goods 
wants more satisfactorily than ever be- 

We have a stock of organdies, dimities, 
cheviots, and serges, in all the latest pat- 
terns and colors — dainty and charming 
enough to delight the most critical wom- 
an in the land. 

Here are a few interesting particu- 
lars : — 

No. 1.S45. 

Every Store 

thinks it is the best 
one. We don't think there is a better 
dry goods store than ours, but we are 
willing to abide by your decision. We 
don't want you to buy a paper of pins 
here until you are sure that we can do 
better for you than any one else. 

Here are a few items just to start your 
thinker : — 

No. 1 85 1. 

He 's a Jolly Qood Fellow. 

Santa Claus, of course. That 's Ijecause 
he 's wamily clothed. A woman can't 
grow a becoming holida}- smile on a 
thinly-clad, shivery bod}-. 

Let us fix you up in snug-as-a-rug 
things-to-wear at prices lower than the 

No. 1S58. 

We Have 

the most complete line 
of handkerchiefs and veilin_t(s that are to 

be found in . If you are looking 

for novelties, you will find any quantity 
of them on ovir counters. 

No. 1859. 

Santa Is a Man Of Taste, 

even if he does wear 
whiskers on his knickerbockers. L,ike all 
other men he has appreciation for hand- 
some gowns, and laces, and furs, and fix- 
ings. He knows that presents of these 
things make a woman happier than any- 
thing else. 

Wise men ma}' take the hint if they 
like, and do their present purchasing 
among our magnificent Christmas stock 
of wearables. 

No. 1865. 

"Oh My! How Badly 

these .£(loves fit, and I 
thought them such a bargain." That is 
where you made a mistake. Every pair 

of gloves you buy marked below 

has some reason for being marked so. 
Invariably one or two fingers are too 
short, or the gloves are not mates in size. 
We know this, because every manufac- 
turer tries to offer us these goods at great 

We don't care to handle them. We 
want you to be able to M-ear our gloves, 
and we can sell you one of the best fit- 
ting, best finished gloves for . 

No. 1867. 

A Rare Bargain 

is always to be foutid 
at our regular prices. Don't wait, think- 
ing perhaps you may get things cheaper. 
You '11 never do it. We are keepiiig 
our prices down to the lowest notch. Will 
not have to tell you that after you know 
us well. This ad is addressed to stran- 

No. 1869. 

Did Anybody Ever Know 

a time when all kinds 
of dry goods were as excellent and so 
cheap as the}- are now ? We are offering 
some startling bargains in every depart- 
ment of onr house. Is money scarce? 
But what 3'ou have will buy a huge pile 
of goods. Call, and we '11 prove it. 

No. 1870. 


Real Winter Is Here, 

and to meet it we 
have received a large and varied stock of 
"real winter" goods. Everything for 
the cold weather at interesting prices. 
We quote a few to prove that we are tell- 
ing the truth : — 


In Buying Goods 

}'ou '11 find that very 
cheap and ver}' good don't really often 
go together, in spite of advertising. This 
store's reputation rests on something more 
than cheapness. 

We sell at low prices, but we know the 
quality of our goods is above criticism. 

No. 1874. 

Dainty Women 


know that by 

purchasing from our estaljHshnient they 
can fit themselves out in the latest fashion 
at a very reasonable cost. 

There is no reason why a garment need 
necessarily be expensive because it is 
stylish. It is our ambition to place our 
goods within the reach of every purchaser. 

No. 1876. 

The Favorite Corner 

of our dr)' goods store 
for the next few weeks will be that where 
the new spring dress goods, the trimmings, 
and the linings are being sold. You can 
make jour dress this spring of better ma- 
terials than ever, and pay no more than 
you usuall)- do — if j'ou buy here. 


riaterials for Evening Dresses. 

Japanese silks, lawns, 
and other dainty textures that are inex- 
pensive and pretty, are just what you 
want for any evening entertainment. 
"Just what you want" is here. We 
know that, because we keep such a good 
line of these stuffs that you are sure to be 

No. 4701. 

An Interesting Exhibit 

in our store is our 
large and very select line of bureau and 
washstand covers. The}' are the very 
best that your money can buy- — best in 
everyway — material, embroidery, drawn- 
work, and design. 

No. 4702. 

Silk Reputation. 

In buying silks you have to judge 
largely by the reputation of the maker. 
That is why we only sell well-reputed 
makes. Almost any silk looks well, but 
you can not tell of its wear unless it has 
worn well for other people. 

No. 4703. 

Your Spring Dress 

will not be complete 
unless 3'oa have it adorned with a dainty 
neck piece. We have a large stock of 
these exquisite creations in laces and 
chifTons. One of these will add two-fold 
to the attractiveness of j-our costume, and 
will cost but little. 

No. 4704. 

The Corset's the Thing 

nowadays when you 
want a good fitting dress. The best 
dressmaker in the worhl can not satisfy 
you if you wear a poor corset. Our stock 
of standard makes is complete. We 
sell five waist lengths. 

No. 4705. 

Light Weight Blankets, 

as woolly as they are 
comfortable, are a feature this week. 
The price is no indication of the quality, 
as we want to move them for our summer 
goods. It would pay to buy a pair of 
these splendid blankets. You will need 
them verv soon. 

No. 4706. 


An Easter Fairy 

would he rijfht at home 
in our store. vSiich a dis])lay of pretty 
patterns and handsome materials is sel- 
dom seen in one place. The very latest 
styles in dress goods are here. Silk fig- 
ured mohairs, bright lustrous brillian- 
tines, and all the popular shades of 
violet, heliotrope, and royal purple, in 
henriettas and serges. Our line of 
goods is unusually pretty. 

No. 4707. 

Brocaded Silks 

and all other dress 
stuflfs are "the whole show" in one sec- 
tion of our store. We have just j^otten 
in a large variety of these goods, and the 
prices are so low and the goods so prett}' 
that we are especially an.xious to have 
von look them over. 

No. 470S. 

'^ii -—- m^ 




Our Remarkable Display 

of summer dress goods 
of every description deserves your careful 
inspection. You ought to come often, 
too ; there 's something new and charming 
nearly every day. 

Here are some special attractions for 
this week : — 

No. 4709. 

The Selection of a Parsol 

means something more 
than the selection of an umbrella. You 
can match your gown, and satisfy your 
own ideas of style and cost, if you buy 
your parasol here. 

No. 47 1 1. 

No flatter What the Styles 

are, or what your tastes 
may be, this is the place to fill jour dry 
goods wants. We have learned the lesson 
of giving the best we can obtain for the 
least possible price. Such a policy pays 
our customers and pays us. 

No. 4712. 


will find it to their 
great advantage to buy their supplies 
from us. Our notion stock is complete in 
every little feature, and the most casual 
attention will show that the prices are 
extremely fair. Best qualities. 

A Dress Goods Item. 

We have just completed an unusually 
lucky purchase ^ — lucky for you because 
of the great opportunity it gives you, and 
lucky for us because of the chance it 
gives us to add to our reputation for sell- 
ing really high-grade dress goods at popu- 
lar prices. 

No. 4714. 

Children's Summer Dresses 

are usually made with 
less care than is bestowed upon the 
clothes of older folks, ])ut not with us. 
Mothers will be i^hul to see that all our 
garments for little ones are as carefully 
made as if the)' made the things them- 
selves. And they cost no more than the 
slip-shod affairs that are sold for the 
identical price elsewhere. 

No. 4715. 

Fancy Hosiery 

in all the colors of the 
rainbow, and warranted fast dye. Dain- 
tily embroidered insteps and beantiful 
blendings of two-toned colorings, — these 
are just the thing for summer wear. 
Under-priced for the sake of introduction. 

No. 4716. 

The Closest Inspection 

will show that we never 
misrepresent the merits of anything we 
advertise. Inspection is invited to the 
new arrivals in summer dress goods, 
which we have marked unusually low for 
the sake of bringing our dress goods 
stock to its normal size. 

No. 4717. 

All the Newest Shirt=Waists 

are to be seen here, in 
the newest patterns of the most fashion- 
able fabrics. Made with unusual care, 
and fit as well as the tnade-to-order gar- 
ments costing several times what we are 

No. 47 iS. 


If You riake Your Own Dresses, 

we can supply you 
with everything, from stylish dress stuffs 
at really moderate prices to a spool of 
thread or a paper of pins. Whalebone, 
machine needles, skirt binding, dress 
linings, buttons, and everything else in 
the notion line at just the prices you feel 
you ought to pay. 

No. 4719. 

Handsome Lace Curtains 

such as we are selling 
are bound to recommend themselves to 
those who recognize good quality when 
they see it. The curtains we are offering 
now are the kind that wear for several 
seasons, and are honest bargains at the 
price we ask. 

No. 4720. 

Separate Skirts 

Answer Many Purposes, 

depending upon the 
sort of waist you wear. One of the 
skirts we are offering, together with two 
or three of our fashionable waists, and 
you are equipped for the entire season. 
Really the best values we have ever 
offered, and must be seen and handled to 
be thoroughly appreciated. 

No. 4721. 

riidsummer Sale 

of wash goods and 
wash dresses. It does not pay to carry 
their stock over, and we would not at- 
tempt it. We are bound to force a sale, 
and our present prices ought to make 
things hum for a little while. 

No. 4722. 

A Woman's Wardrobe 

will be incomplete un- 
less she has a niini1:)er of pretty light- 
weight waists. It is almost impossible to 
get along without them this kind of 
weather. We have some very stylish 
lawn waists in the darker shades, prettily 
trimmed, that we are selling for a song. 
They are just the thing for outings. 

No. 4723. 

topimcMT 183 

AH Dry Goods Houses 

carry belts of cotirse, 
but all dry goods houses do not carry the 
assortment that we do. We can sellbelts 
to you in almost any color, with plain or 
fanc}' buckles. The prices var}- accord- 
ing to the quality of the belt. You will 
get full value at any price. 

No. 4724. 

Prompt Delivery 

is one of the good 
points about this store. We aim to give 
our customers perfect satisfaction in every 
way. We have our usual assortment of 
dry goods, but at the present time we are 
selling them at unusually low prices. 
We want to get rid of our Slimmer stock 
to make room for the Fall. We do not 
believe in carrying stock over. 

No. 4725. 

CeriKicHT /S9 

A Shirt=Waist 

is the most comfortable 
piece of wearing apparel that a woman 
has. Don't be limited to one or two ; 
we are selling them too cheaply for that. 
Our assortment is extensive, and we will 
be sure to meet your wants. 

Our Stock 

of dainty silks for late 
Sunimer and earl}' Fall wear is running 
low, and we are anxious to get rid of them 
in order to make room for the heavier 
goods. If 3'ou are looking for an excep- 
tional bargain, it will pay you to take a 
look at these silks. 

No. 4727. 

'I'l'- -Ms^^ 

A Fashionable Woman 

is just about as sure to 
get a whole lot of good value for her 
money as anj'body else — perhaps a little 
more sure. That 's why about all of the 
fashionable people buy at our store. We 
have the " swell " trade and lots of it. 

No. 4/28. 

Many More Bathing Days. 

The bathing season is not ended. We 
will have a great many warm days yet. 
Of course our stock of bathing suits is low 
now, but if you are looking for one at a 
rare bargain, this is the place to get it. 

No. 4729. 

Handkerchief Values 

that will surprise. A 
lot of money is usually made in handker- 
chiefs, but we are foregoing lots of the 
usual profit in order to give you a treat, 
and make this store popular among buy- 
ers of dry goods. 

No. 4730. 

Stylish Costumes 

may be found in plenty 
here. Something to please and look well 
on each and every one. When it comes 
to talking price, we can talk to the point. 

No. 4731. 

Quarded Strong At The Seams 

and at the buttonholes, 
the weakest parts of gloves. We won't 
carry a line of handwear that we can't sell 
with perfect confidence — or any other 
wear for that matter. 

No. 4732. 

Warmer Clothing Is Needed 

for your afternoon 
strolls. More style, too, in the jackets 
we 're showing than in summer garments. 
That is one consolation for the cooler 
weather. We can meet your economy 

No. 4733. 

Down, That flakes Rest Easy 

for the wearied head, 
is foinid in the pillows we sell — not some- 
thing else. You can rest assured that 
when you buy a pillow from us, you will 
not have to spend a half hour trying to 
extract a pricking quill from beneath 
the cover. 

No 4734. 

To Possess Dainty Lingerie 

is one of the greatest 
desires a woman has. No one can blame 
her, for it adds a touch of refinement and 
delicacy to the common every-day hap- 
penings of life. We can gratify the 
wants of the women shoppers of this city 
in this direction as well as in any other. 
The latest fashions in the prettiest mate- 
rial, at moderate prices. 

No. 4735. 

Buying the Winter Wrap 

is going to be an easy 
and satisfactory matter, if you will come 
here. The goods used are the very best 
that can be put into the garments at the 
prices we sell them for ; each cloak, cape, 
coat, or jacket is extremely, and 
the prices make it possible for the owner 
of a modest purse to indulge herself in a 
handsome, fashionable wrap. 

No. 4736. 

We Sell House Gowns, 

and just now we have 
an extra good stock of values. They are 
made from neat patterns in a tasty man- 
ner, and we can fit you perfectly. All 
have tucked yokes, and the finish is such 
that you will be proud of one. 

No. 4737. 

Cold Snaps Are Coming. 

Don't be caught without a fall wrap. 
Wraps cost less than pneumonia. 

We 've the handsomest line of stylish 
fall capes and coats that were ever pro- 
duced in this or any other country. 

We have a great range of shapes, pat- 
terns, fabrics, and prices. 

It will please us to show them nearly as 
much as it will please you to see them. 

No. 473S. 

Novelty Dress Goods 

are a mighty uncer- 
tain stock. For that reason we are more 
than usually careful in our selection. 
We have ready for your inspection now 
a line of dress goods that is right-up-to- 
date in style. This applies to regular 
lines in modest patterns and colorings, as 
well as to the more pronounced effects in 
imported goods. The only way you can 
form an adequate idea of this stock is to 
come and see it. 

No. 4739. 

Blanket Talk. 

You have said to yourself : ' ' We must 
have another pair of blankets." Lucky 
for you that we have just bought a large 
number of light, warm, fleecy blankets at 
such a low figure that we can sell you a 
pair for $ 

No. 4740. 

Stylish Women 

are particular to a de- 
gree. If they were not, they could n't 
be stylish. The most particular women 
in town are the most welcome visitors to 
our store, for we know we can please 
them, and their exclamations of delight 
are an equal pleasure. Have you called 
lately? Do you know w-hat a stock of 
beautiful and stylish goods is ready for 
your inspection ? Do you know how 
reasonable the prices are ? Here are a 
few hints : — 

No. 4741. 

Laces and Embroideries. 

The season's demands in laces and 
embroideries have been fully anticipated 
here. The most exquisite productions of 
foreign and American markets are ready 
for your examination and selection. 
They are well worth your inspection, 
whether you intend buying or not ; and 
we would be more than pleased to show 
them to you, for they are so attractively 
priced that we know that those who' 
come to look will remain to buy. We 
have, for example . 

No, 4742. 

Coats of Style 

and elegance for the 
winter season cost less here than ever be- 
fore, and 3-on know how low our prices 
have always been. Our stock was care- 
fully chosen and closely bought. Every- 
thing that is latest in style and most 
durable in fabric is ready for your inspec- 
tion. We are sure of our ability to please 
you in both coat and price. Come in, and 
try on the coats that suit your fancy, 
whether you intend buying now or not. 

No. 4744. 

^l!i\J^^ ^^^^^^^^^^^^^H 

^^^^^^^^^^^^^^HV , ^^^^^^^^H 

"^w '^1 



Cora-CHT .A-v^^^M 



Between=Seasons Underwear. 

The season between winter and sum- 
mer is a dangerous season — coughs, 
colds, grippe, and the Hke are on the 
watch for the imprudent. 

For medium weather, wear medium 
underwear Our Hue offers scores of 
bargains in just the weights to bridge 
over the between-seasons discomforts and 

No. 4745. 

For Evening Wear 

the latest mandates of 
American and Etiropean fashions are at 
our finger-tips. This store is nothing if 
not up-to-date. It is our constant study 
to see that our customers are not disap- 
pointed when they demand the newest, 
best, and most fashionable goods, and 
that the prices are more than moderate. 
Here, for example, are : — 

No. 4746. 

Unbounded Admiration 

is expressed by every 
customer, from one end of the store to the 
other. Nothing strange about that ; no 
such styHsh and seasonable dry goods at 
such niarvelously low prices were ever 
seen in this town before. 

Everything must make way for Spring 

— nothing can escape the price reduction 

— dry goods aristocracy and exclusive- 
ness must come down to a level with the 
plebeian classes. 

Here are some high values that never 
expected to be in such reduced circum- 
stances : — 

No. 4747. 

Big Underwear Values. 

It 's cheaper to buy underwear here 
than it is to make it yourself. The prices 
make you wonder which was free — the 
material or labor. 

This week we have some exceptional 
bargains in the best muslin and cambric 
underwear, with fine lace and embroidery 
trimmings. For example : — 

No. 474S. 

The Rush 

for vSpring silks is some- 
thing remarkable here. 

There 's good reason for it, though. 
Never before have we had such an alto- 
gether charming stock — rich effects in 
black and white, gay, fancy stripes, bril- 
liant brocades, and the extremely stylish 
French and Scotch plaids. 

There 's an abundance of all that 's 
latest and best to choose from just at 
present, but it 's wise to choose soon. 

No. 4749. 





/ t \/i 

' . 


April Showers 

are treacherous things 
— your Spring finery is in constant dan- 
ger if you go out without a mackintosh. 

This is a good time to bu}- one — an 
economical time if you come liere for it. 

A hicky purchase makes these excep- 
tional bargains possible : — 

No. 4750. 


Reversing Things. 

The usual way of selling Spring and 
Summer dress goods is to ask high prices 
when the demand is strong, and lower 
them as the season advances. 

We have commenced the season with 
mid-Summer prices. We have made all 
the cut at once. 

Fresh, stylish, dependable dress goods 
can never be sold at smaller prices than 
these : — 

No. 4751. 

Final Preparations 

alwa3's disclose unsus- 
pected needs. Bring your going-away 
needs here. From a bit of rilsbon to an 
elaborate outfit, everything your ward- 
robe lacks can be instantly supplied — 
fresh, new, stylish, and remarkably rea- 
sonable ill price. 

No. 4803. 

Ribbons and Trimmings 

of ever}' kind can be 
bought here at nione3'-saving prices. 

The best goods, too — absolutely correct 
in design and color — the very latest 

Here are a few of the many seasonable 
offerings that we want \ou to call and 
inspect : — 

No. ,S4<\^ 

The Fit of a Waist 

isjasjimportantl'to 'a 
woman as the fashion of it. We have 
just received some very pretty shirt 
waists, among which you will find an 
excellent fit. You can insure a perfect 
fit by wearing a pair of our corsets, fash- 
ioned upon living models. The price of 
both is onh' a little more than is asked 
for one at another store. 

No. 541)4. 

It Is a Waste of Time 

to make ^our own bed 
linen when we are selling first-class sheets 
and pillow-cases at about the same price 
vou have been paying for the material, 
it will pay you to lay in a supply now, 
for your future needs. What we have are 
specially marked with very low prices, and 
won't stay with us long. 

No. 5405. 

Our Stock 

of handkerchiefs, gloves, 
and veilings is the sort of stock you 
would expect to find in a first-class store 
of a large city. With latest st3'les, prett}^ 
patterns, and the best quality we can ob- 
tain, you will really be surprised at the 
prices we are asking. 

No. 5406. 

The Embroideries 

and edgings we are 
offering are noted for their wearing qual- 
ities as well as for the beauty of design. 
They will outlast any ordinary skirt, and 
are exceptionally good value at the prices 
we are asking. 

No. 5407. 

iM / 

You Can not Be Too Particular 

in the selection of your 
underwear, and we invite the most careful 
scrutiny of the extraordinary values we 
are offering just now. These garments 
have been made for the most particular 
trade, and an unusually fortunate purchase 
is accountable for these special prices. 

No. 5409. 


just as good as can be 
bought at any price, and cheaper here 
than one expects to pa}' for reallj- first- 
class goods. Much larger sales of notions 
than other stores enable us to buy these 
handy little articles at lower prices than 
other stores pay. 

No. 54 1 1 

From the Loom 

to our counters, we are 
familiar with all the processes of man- 
ufacture of the goods we sell, and are able 
to represent each individual item just as 
it really is. You not only get 3'our mon- 
ey's worth when you purchase here, but 
you have the satisfaction of knowing that 
the goods are exactly as we represent 

No. 5413. 

" Sleep, Balmy Sleep, 

Nature's Sweet Restorer," 

can ne'er be wooed 
with the average pillow, bought at the 
average store. Find out what comfort 
o' nights really means by sleeping on 
the downiest, plumpest, real geese feath- 
ers that you ever had a chance to buy at 
anything near our price. 

No. 5415. 

A Special Sale 

of ladies' fine hand- 
kerchiefs is now on. The prices are 
much lower than they will be for a long 
time to come. If you will study their 
real worth and 3'our own interests, we 
think you will buy a supply, even if you 
do not need them now. 

No. 5417. 

CoPiR'OH-r 183 

The riinor Parts 

of a woman's ward- 
robe should have as much attention as 
the more important ones. We have a 
large stock of lingerie, complete in style 
and finish, that we are selling at a low 
price. This is our usual yearly sale, and 
if you do not take advantage of it, you 
will miss one of the best bargains in the 

No. 5419. 


Dainty Underwear. 

Every woman should have dainty 
underwear while we are selling our stock 
at such low prices. We are having a 
special run on ladies' vests, in all the dif- 
ferent shapes and patterns. We can meet 
)-our wants in silk, lisle, or cotton at a 
very reasonable price. 

No. 5422. 

Fall Dress Goods. 

Nowadays your thoughts are naturally 
turning to new dresses. The most im- 
portant question to decide is: "What 
kind of goods ? ' ' Easily decided here. 
Attractive patterns for each and every 

No. 5423. 

Dress Goods for Brisk Days. 

We are showing all the new patterns 
and weaves in the most delightful com- 
binations of colors. We are asking but 
moderate prices, and believe that you can 
be better suited here than anywhere else. 

No. 5425. 

Table Covers 

in either chenille or 
velour are well wearing. Our chenille 
covers are well fringed, and the patterns 
in both these and the velour are hand- 
some and refined. 

No. 5426. 


-.^ -xX 






^^^^^F ^ 




Wind Does n't Bother 

Our Umbrellas. 

The umbrellas we sell are as strong as 
they are handsome. Rod, ribs, and cover 
are all the very best, and the making is 
careful. Each umbrella bought by us is 
carefully examined. 

No. 5428. 

Fly=Front Coats 

are as much in style 
this season as ever. We have them in "all 
the fashionable well-wearing cloths, such 
as Boucle, Kersey, Worsted, Covert 
cloth, etc. Every detail in these gar- 
ments is carefully attended to, and we 
see that the fit is satisfactor}\ 

No. 5432. 

Fall Capes. 

Such a lot of style and beauty you 
never before saw gathered together in one 
wrap stock. Our cloak buyer has been 
particularly fortunate and particularly 
shrewd in his purchases. We have really 
been surprised at the remarkably good 
and pretty things he has succeeded in 
getting at the most reasonable prices. 

The particular thing that you ought to 
see is : — 

No. 5. 

The Astute Observer 

never finds a flaw in 
any of our goods, nor anything wrong 
with our prices. We do all the inspect- 
ing, and criticizing, and culling ourselves. 
\\'hen our goods go on sale everything is 

N . 35- 

Cutting Down Prices. 

That 's what we are doing, and what we 
have done every time there has been an 
opportunity. We "set the fashion " in 
prices, and those who can't follow us — 
well, we just let them alone. We are 
looking out for the welfare of our custom- 
ers — not our competitors. 

Cleaning Up. 

That 's what we 're doing with our big 
stock. Not with soap and water, but with 
cut prices. We are disposing of all the 
little odds and ends before getting in our 
new goods. But the new goods are on 
the road, and we 've got to hurry. There- 
fore a lot of things will go at "any old 
price. ' ' 

No. 40. 

Reduced 25 Per Cent. 

That 's what we 've done to every price 
mark in our big estabUshnient. We do 
just such things as that every once in a 
while. It always brings us new cus- 
tomers, and stirs vtp old ones, and cleans 
out odds and ends, and has a wholesome 
efiFect generally. It 's just a good big 
dose of spring medicine. 

No. 60. 

The Flight of Time 

leaves a great proces- 
sion of struggling humanity behind. 
But it doesn't leave us behind. We have 
too much at stake to allow that. We 're 
right up with the times in every respect. 
That 's why we 're pretty nearly the whole 
show in our line of business. 

No. 71. 

Getting a Little Nearer 

to the people every 
day. We are doing it by our big values 
and low prices. We are looked upon as 
public benefactoio, but we don't take all 
the credit. We give due credit to the 
public that has so thoroughly appreciated 
our efforts to make prices lower. With 
such help our efforts have been mutually 

No. 85. 

A Large Volume of Knowledge 

can be obtained by 
making a careful study of our stock and 
our prices. And it 's the dollars-and-cents 
kind of knowledge, too. It will pay you 
more than seven per cent, interest. Don't 
send any regrets. Come. 

No. 121. 

We've Shut Down 

On High Prices. 

They're a thing of the past — at our 
store. We don't pretend that we 're in 
business purel}- for the benefit of the 
people. We don't talk any nonsense. 
We are selling at lower prices than any 
one else so as to do a great deal more 
business than any one else so as to make 
the most money. "Big money" nowa- 
days is made on the big business and 
small profit basis. 

No. 126. 

A Careful Observer 

is the best kind of a 
customer for us. There is nothing aboiit 
our goods, or prices, or methods that won't 
stand critical inspection. Those who 
know whereof they speak are the ones 
who advise their friends to l)uy from us. 
Our customers do our best advertising. 

No. 127. 

•♦Hello, Certainly, We'll 

Send It Right Up." 

You need the goods, and we need the 
money, and our errand boy needs the 
exercise, and we are at your service at 
any time. Don't worry about making us 
any trouble. That 's what we 're here 
for. We like a little trouble. Without 
it we wouldn't feel deserving of our 

No. 278. 

Very riuch Important. 

Yes, leaders usiiall}' are. Now we are 
leaders in our line of business, and we 
feel that we are of very much importance 
to this appreciative community. Perhaps 
our competitors think that we are too 
important, but we can't help that. We 
think that we are just important enough. 

No. 314. 

It's Quite "A Wad," 

but it 's no more than 
j-ou '11 be able to save in the course of a 
year if you will be as careful about buy- 
ing as we are about preparing big bargain 
sales for you. Our small profits mean a 
great deal to our customers. 

No. 323. 

You 'II Be Qlad to Hear It. 

We are sure that you '11 be glad to hear 
about our cut-price clearance sale which 
is going to make business lively all next 
week. We bought too many goods last 
fall, and now we must turn them into 
money in a great big hurry. There 's no 
chance left for us to make haste slowly. 
We nuist do it quickly. You Ml get the 

No. 466. 

Don't Get Excited 

if you find out that 
you have been buncoed a little. That 's 
what we have been warning you against 
for a long time. Just consider that 
you paid so much for experience, and 
do your buying here hereafter. Expe- 
rience usually has value according to its 
cost. If 5-ou have been paying a good 
deal too much, then the experience should 
be very valuable to you. 

No. 467. 

Don't Listen to a Plea 

on the part of those 
who can't meet our prices. There may 
be reflections in the plea, but they are 
groundless. We guarantee our goods to 
be the best. We back up our guarantee 
by offering your money back if you 
want it. 

114 E 

115 E 

116 E 

117 E 

118 E 

I2l) K 

121 E 

123 E 

135 E 

137 E 



1 l^ 

139 R 

140 E 


144 E 

150 E 

166 E 

167 E 

171 E 

173 E 

176 E 

178 E 

181 E 


182 E 

184 E 

188 E 


196 E 

197 E 


1 98 E 

200 E 

301 E 

305 E 


307 E 

Knit Undcrw^a^. 

311 E 

316 E 

550 ^' 


551 R 


552 R 

553 E 

554 E 

555 E 



561 E 

563 H 

564 E 



56,5 E 

566 E 

567 E 



569 E 

570 E 

571 E 

PlbLsOWS UM6REbbft§ 

573 E 

574 E 

575 E 


576 K 

577 E 

57S E 

579 R 


581 E 

5S2 E 


583 E 

585 E 


5S7 E 


588 E 

589 E 

590 E 

592 E 

596 E 


598 E 

599 E 

600 E 

6oi E 

604 E 

605 E 

606 E 

607 E 

Gag E 

611 E 

612 E 

6i3 E 

6i6 E 

617 E 

ITgured Silks 

618 E 

619 E 


905 7 































t 111 '5''RKif^\^ 













Catch-Lines and Headings 


Each new acquaintance means a new friend here. The hit;h stand- 
ard of the handkerchiefs sohl here, together with the Httle prices at 
which they are sokl, is argument which strongly appeals to the shop- 
per generally. It is well understood among the store's numerous pa- 
trons that admixtures are not tolerated in this stock. Handkerchiefs 
here are all linen or all silk. 

Wash Fabrics that fairly whisper thoughts of warm days. A bus- 
tling, busy department, chuck-full of goodies. Thousands of yards of 
French, German,, Scotch, and our own good old American 
make, are blended into one bewildering show. Flowers and leaves 
that seem to have blown on the surface and concluded to stay. Prices 
that have wandered for to-morrow. 

Embroideries. — Just a word about our Hamburg edgings. The 
goods themselves invite you, and you '11 be glad you came when you 
examine them, for they bring you inexpensive richness and beauty in 

Bits of easy-pricing, which are the fruits of good buying, not of 
goods made cheap to sell. Mastery of the linen market has meant a 
growth here of the largest linen business in town. It 's safe in buy- 
ing here, and it doesn't make any difference whether you're an 
expert linen buyer or not. 

Every woman ought to have a sewing fit after looking through our 
print and linen department. 

The white goods have been marshaled into a dazzling array of 
showy daintiness in the place of honor, the main aisle. 

Maybe the nightgowns are fair things to judge the underwear stock 
by. We 're not talking of the French garments. How daintv they 
are ! But these new lots are American — made our way, which is the 
composite best, gathered from what you tell the yoxmg women at the 
counters. That 's the way we have contrived to produce underwear 
"just like the careful home-made." 


Prf.tTy Cotton Stuffs. — Good I'ortune found for us twenty 
thousand yards of pretty printed dimities at an unusually little price. 
They are of the best American make. Colors are as safely wasliable 
as they could be at five times the price ; for colors depend largely on 
care in laundering in all dainty stuffs. 

The Advent of Spring. — It's Spring here — every nook and 
corner in the store breathes the bright, fresh atmosphere of the new 
season. Counters and shelves laden down with new, 
all bought to please you. It 's a pleasure for us to push Winter be- 
hind us and tell j-ou about what we 've been doing to make this store 
more attractive to you than ever. Style, qualit}', variety, price — ^it 's 
a combination to conjure with — you'll find them all here and ready 
for your approval and selection . 

Sorts that you will come for again and again once you buy. There 
is n't much in the hosiery line that we know of that is worthy, but 
what you will find a representation and a strong one here. 

High-grade hosiery at low-grade prices. 

And at these prices you can pick and choose from everything the 
whole world has achieved in glove making. 

Gi,OVES. — Ladies who desire perfection in glove daintiness — 
should see our lines — the newest styles — and most correct shades. 
A competent saleslady to serve you. Nothing adds to your comfort 
more than to have 3'our gloves perfectly fitted. This requires pa- 
tience and skill on the part of the salesperson. You will find the 
clerks in this department most obliging. 

Linens have n't been going as fast as they should. Some holders 
grew desperate. Result — such price-cutting as sends the best quali- 
ties ever turned out, down below the price level of the commonplace. 
This department will glow with specials for Saturday's trade. We 
shall pay you well for the coming to-morrow, as you '11 clearly see by 
our next to giving-away prices. 

Ticklers of every woman's fancy are the handsome patterns in our 
Autumn showing of dress goods. 

The kind of dress stuff that stands the hard wear of autunni storms 
and retains the brillianc}- of the best goods. 


Open IIousi-; 1'or Dricss (jOods Lovicrs. — No waitiiit,' for frosts 
to open the dress goods burrs. The new stuffs have broken their 
cases, and here they are beckoning you their way. 

French Thoughts worked out in American garments at figures 
which bring extra quality to a notch of reasonableness. 

Costumes for women — new beauty added. These stylish garments 
don't stand at "attention " very long. They march on to take their 
places in wardrobes of tasteful women. . . . An interesting exhibit 
even if buA-ing is not in thought. 

The dear girls will be equally charming and stylish, but not nearly 
so dear if they come here for all their waists, wraps, and ever3-thing 
else that may be found in a well-conducted suit department. 

Nothing so nearly transforms a band of wanen into a .swaying bank 
of flowers as does the enfolding of them in cold weather wraps. Even 
without a face or form to set them off, there are man)' wraps in our 
department so fancifully gay that they make the room fairly bloom. 

There are days now, not to mention evenings, when the heat is " out 
in the cold," and something besides feather-weight clothing is handy ; 
the time when you need a light-weight coat to put on. We have 
pretty Fall jackets to show you, and the prices are where they will 
please you. 

You can read it in the prices why 5'ou should attend this great silk 

vSir.KS — Evp:ning and Other SorT.s. — The silk-man calls these 
"night-blooming silks," as a delicate tribute to their flower-like 
beaut}- and the fact that they are for evening wear. 

We di.slike the word "bargain" applied to dainty, glistening silks 
— but there is no word which better expresses the combination of 
price-lowness and quality-highness which offerings represent. 

One's imagination may safely run riot among the beautiful fabrics 
of the season. Richness, delicacy, newness in weave, and design will 
attract your admiration. Here are some for to-morrow whicli will 
serve to introduce you to the price advantages linked to the beautiful. 


There 's a word or two that 's spoken in onr white goods department 
-richness, variety. 

Cotton Nkws. — It comes at a good time, too, when your need is 
greatest. The pricing makes the pull on the home-purse light. 

Wooi,-i,iK]'; Cottons. — Once wool meant warmth, and cotton 
meant coolness. Now cotton shares with wool the honor of warmth- 
giving. Cozv-comfort comes fr.^m the looms, and it is known as flan- 
nelettes, or cuttings. . . . heavy fleeced cotton stuffs come 
in just right now — when the first frost conies — for nightgowns for 
everybody, for petticoats, dressing sacks, and wrappers for women. 

Waists grave, waists gay. Waists of silk, madras, percale, nmslin, 
lawn, and what-not else. 

It's like falling heir to a bit of good fortune to get one of these .silk 

Women's shirt-waists — the elegance of custom work by our famous 
men's shirt makers ; the elegance of the most tempting fabrics, as a 
rule imported. 

The weather report says " rain." How is your umbrella? Does it 
need fixing? Bring it to us to repair or re-cover, as good as new, but 
at less than half " new " prices. 

Schoolhouses without teachers wouldn't be much worse off than 
school children without umbrellas in this country. We 've had in 
mind not only the large number needed, but the kind. We 've had 
made a special lot ; nice, but rough-and-readys. The maker was 
given a hint as to who they were for and quality was not spared. 

Shirting flannels. Quality-liking eyes will get more than a 
glimpse of these. 

The dress-trimming jjroblem is quickly .solved at our trimming de- 
partment. Box after box of shimmering beauties. 

"Come in out of the rain" and get yourself a mackintosh. You 
can turn the hose on the kind we sell. 


Every woiuiin haviiij^- more- dimes than aprons to-morrow morning' 
will have more aprons than dimes to-morrow ni.a;ht, and will be all the 
happier becanse each apron is worth two dimes! 

Women's neckwear. The adornment at the throat is the finishing 
touch to the gowning, and it will make or mar the general effect ex- 
actl}- as it is well or ill-selected. 

Fads and fancies in hosiery may come and go, 1)ut the fast black of 
Hermsdorf goes on forever.. Always the same in its deep, rich black, 
true, and fast through wear and washing. 

WojiAN's Neckwear Dep'T. — A general house-cleaning. Exqui- 
site creations swept out at trifling prices only because they 're in little 
odd lots. 

Sale of Silk Flags. — You can unfurl to the breeze a beautiful 
flag of silk rather than bunting ; the price is about the same. 

Women's Belts. —A pretty belt is the last touch that gives the 
fini.shmg neatness to the figure — and here is a showing to delight the 
eyes of the wearers of them. We have some at very little cost ; and 
yet, perhaps, no other item of the dress will add so niuch effectiveness 
to the costume as a feally elegant belt that several dollars will buy. 

Sleep, sleep, sweet sleep will be the fortune of those who seek rest 
in the hot summer evenings in one of our hammocks. They are per- 
fect, and the price is too small to be noticed when you come to look at 

Summer goods at the fag end of the season with just the jag end of 
a price attached to them. 

Not visions but velvets. And nothing visionary or unreal about 
these velvet bargains. 

Whatever fabrics are right, whatever colors are good, are the ones 
now heaped up for you. Come to-morrow and sit at the first table of 
the feast. 

Dre.ssing combs. You might break them with an ax, but hardly 
possible by ordinary use. They are of the real horn and extra wide. 
\ou '11 probably remember paying a quarter for no better. 


" Wiiiffing " remnants. Vou wouldn't btlieve a store would put 
such little pricf-winjijs on remnants. Rlost stores don't. But we 're 
goin<,^ to make ours fly anyway. The cominjf week all the lady sharp- 
.shooters in the vicinity will be here to " wint^- ", for it'll be a 
long time before remnants are in such easy range again. 

Did it ever occur to you how ,S3'stematic Nature is in cleaning up the 
remnants of one season to make room for the blos.soming of another? 
If you '11 observe, she always employs the sharp knife of Winter to 
cut loose the Autumn leaves rather than leave them on the trees to be 
pushed off by Spring buds. Shall we be less enterprising, and allow 
Siunmer goods to remain on our shelves until pushed aside by the 
heavy stock of Fall and Winter goods? No, indeed! While Jack 
Frost nibbles at stems and waits for the north winds to clean away the 
leaves, we produce a trade-wind current by cutting prices half in two, 
which cleans out whole shelf loads at a time. 

We would think they were stolen if we did not know where they 
came from. 

A woman's wardrobe is not complete without a black dress, which 
is always useful. 

With no other kind of union underwear can ladies obtain such per- 
fect fit for or wear comfortably so small a corset. 

The liveliest corner of our store, just at pre.sent, is the underwear 
.section. When men make up their minds to buy underwear, they 
want it in a hurry. We are the hurry-ing kind here. A hurried look 
will convince you that our dollar garments are what jou want. We '11 
give you nothing that will serve less than three seasons. It will fit 
you good and snug. 

Steering close to the shore is a wise thing to do ; but as the water is 
usually shallow, a good seaman never attempts to pass over the sand 
bars without the use of a tug. Our craft, having spent a month at 
quarantine — and being heavily loaded with Winter goods, will need 
several tugs to steer her into port, and get thfe load off in time to be 
launched upon the Spring tide. The most effective motive power we 
can use in moving a stock like this is price — which, like the power of 
the tug, lies beneath the surface. 

About a thousand pairs of ladies' hose came to us j-esterday, just in 
time to be told about. The}' 're a manufacture's samples, and should 
have been here on the opening day to be sold at a fair price. They 're 
tardy, so out they go at five cents the pair. 


winter gloves and mitts frozen out to-day. 

We are asking for some lady's hand. Will you accept? Then, 
come to-morrow and be fitted with a pair of kid gloves. 

Fairv finsrers could weave no fairer web. 

People say bad, rainy weather is good weather for ducks. We think 
any kind of weather will be good enough for a sale of navy blue, 
black, and white duck at 8 cents. 

A Storeful of Spring Prkttiness. — Bright, beautiful, fresh, 
dainty. The Spring stuffs and the Summer stuffs invite you here. 
It's a showing of what 's to be worn. The store 's a fashion sheet to- 
day, and we 've made more than ordinar}' efforts to make the showing 
of Spring goods wonderfully interesting. Come, look around and 
enjoy it. 

Fancy Metal Belts. — They are fancy in a half hundred differ- 
ent ways. Some are set with jewels. Every one is a thing of beauty 
and according to the prevailing fad. 

An Event in Wrappers. — No need to do treadmill work at the 
sewing-machine to fashion yourself a house gown, when there's such 
a wide choosing here. Even the most inexpensive of these wrappers 
are not slighted in prettiness of the making. We take the bother of 
gathering materials and relieve you of the details of fashioning — 
yours the pleasure of selecting. These are all under-priced — illustra- 
tions of the good buying to be done here. 

Children's Underwear. — Used in decorating and comprising 
some of the prettiest gowns and corset covers in the stock. Only 
slightly soiled in the handling, but the prices are really badly hurt. 

A subject to be handled with gloves — and we furnish the gloves — 
any grade or style you want. 

The wrapper on the woman next door may be a good one, but it can't 
be prettier or more serviceable than those I 'm selling this season. 


The silk and dress goods counters have looked like a hive with 
countless bees buzzing around them. 

This is prosperity's flood-tide in our linen department, and the bar- 
gains are rolling over our counters with an irresistible sweep. It 's 
value and price combined that accomplish this ; for instance, we off'er 
this week : — 

Trimming Tat.k. — Our first shipment is now in. We've always 
had the reputation of selling the right sort of dress trimmings at the 
right kind of prices. You '11 not be disappointed with our present 
outlay — it 's grander than ever, and the prices are even more purse- 

Not one woman in ten, perhaps, knows the full possibility of hot- 
weather-clothing comfort that can be found in this store. There are 
little nothings that signify ever so much. There are dreams of spider- 
webby cotton and of linen and of silk, and twice over the sorts that 
most of you suspect. 

Corset correctness, corset cheapness — sort of an odd and end col- 
lection — but all are worthy sorts — all are perfect goods — worth as 
much to you as if we had full stocks of them. With us it 's different. 
Can't afford to have the stock littered up with a few of this and a few 
of that ^ so we sort out all these orphans and stragglers and price 
them 25c each. 

Many of them are worth three times as much ; none are worth less 
than 50c. Your size is somewhere in the lot, surely. 

Everybody is asked to come. It "s all right to visit the store simply 
to look. Never mind the buying part. Simply come for your own 
satisfaction, and see if every word of this advertisement isn't true. 

It doesn't pay to deceive anybody. It 's a bad business policy. 

Don't overlook the important fact that the cut prices are good for 
the three days only. . Not a single second longer. 

We cut prices so we won't be afflicted with summer dulness. It is 
more profitable to get what we can bj- selling cheap than to hold on 
to the goods and get nothing. 

Our stock of represents money. It draws no interest. 

Pretty soon it will be time for fall goods. Then we can't sell any 

at all. So this week we've taken our entire line and made 

the prices so small that we expect to see an army of women crowd 
this store sale of . 


Dame Fashion once more decried ribbons in the prime of style. 
There is ribbon galore here. All the latest fads in fancies are em- 
bodied in our good showing. The prices — our prices are very modest. 

Every need for summer is ready for you in this store. Everj'thing 
necessary to make you look comfortable and feel comfortable. And 
the best part of it all is the little price. 

Summer goods were never sold closer to cost than I am selling them 
to-day. Profits were never narrower. The tendency of the times is 
toward smaller and smaller prices, and no store realizes this fact more 
than this store does. 

The stock I carry represents money. It produces no interest while 
lying on the counters and shelves. The longer it stays in the store, 
the less it will bring when it is sold. There 's only one thing to do — 
cut down the prices so low that no woman can afford to stay away. 

That 's what has been done. Here 's the chance to keep cool and be 
stylish at the least possible cost. Come and see this stock anjiiow. 
No need to buy, but the chances are you can't help it when you see 
this underwear, hosiery, these parasols, Oxford ties, fans, corsets, 
l)elts, table linens, and a hundred other seasonable things : — • 

The coupled favorites of the year : plenty of wearing time still 
ahead, and never .so near nothing to pay for the fabrics. The list that 
follows is merely suggestive — it could be many times as long. 

Ever3-thing that's Summerish is under the ban — because in the 
height of the Summer season we must be planning for Fall. Pick 
anywhere — the price will be less than the normal. 

" Cheap notions " means nothing; probably the very worst store is 
the one that is selling notions cheapest. Come .see the quality of these. 

The clearing fever has struck the silk department ; and this morn- 
ing a lot of pretty light summer fabrics go on sale at most tempting 

Muslin Curtains are dainty, make a cooling impression and are es- 
sential to summer furnishing. vSucli as we offer to-day wear well and 
launder beautifully. 

A Wrapper is the cheapest comfortable thing in the world — and 
there 's style to these besides cheapness and comfort. 


In buying for a large store like this one, mistakes are bound to 
occur, it is impossible to tell how large the demand will be for any 
article. It is beyond the power of any merchant to look into the future 
and determine how much of this or how little of that to buy. He has 
to guess to a more or extent. 

This store makes mistakes. It frequently has an overstock of one 
thing or another. Odds and ends collect in every department. These 
overstocks represent money. It is better to get half their value by 
selling them at half prices, than to get nothing by keeping them. To 
clean up these odds and ends, I shall hereafter set apart Wednesday of 
each week as special bargain day. 

These special day sales will begin on next Wednesday. The prices 
will be marked down so low that a few hours each week will see the 
end of all the goods put up for sale. 

We 've been lace leaders in Philadelphia for thirty years — • and that 
isn't the result of accident. Maybe it's because we sell better laces 
cheaper than other stores — -maybe it 's because there 's not a lace idea 
that isn't here before other places have it. But whatever the reasons, 
we 've made the lace place here — and keep it. 

No need for us to wait until }'Ou don't need muslin underwear to 
advertise a clearance sale. Better do it right now — to-day — when 
muslin underwear is needed, and when you can find room in your 
nearly packed trunk to put a garment or so for seashore, mountain, or 
country wearing. Reputable underwear only you '11 find to-day, 
although the prices might lead you to expect but trash. Reputable 
underwear only — remember that. We can't say it too often. 

Yon can't tell when a shower is coming. But you can be ready for 
it all the time. Two dollars invested in an umbrella often saves the 
|2o or more you have invested in a suit and hat. 

Look at these umbrellas, inch, ■ frame, at $2. Some 

in the show window. Lots more in the store. Best $2 worth of rain 
protection j-ou ever saw. 

Dress Silk Remnants. — No misunderstanding desired. Read 
the following carefully — the statement is accurate. 

Selling best grades as cheap — even cheaper — than other stores 
sell inferior grades is the only reason for our big notion and lining 
business. But then what other rea.son is necessary ? 

The finest buckles. Nothing light or " tinny " about them. If you 
picked 'em up on the roadside they would n't be much cheaper. A 
nice belt always comes in, doesn't it? 


Style costs nothing ; its absence is what costs — like salt, which, as 
the small boy said, "makes potatoes taste bad if you don't put 
any on." 

Black Drkss Goods. — Black grows .steadily in favor — and no 
wonder ; there 's a sense of security in black that nothing else can give. 

W.\SH Goods Remn.\nts.— The bigger the piles, the smaller the 
price — they must go. 

You know what grand silk selling we have been doing for the last 
month. Of course, such sharp cutting makes a shower of short prices. 
We have taken them all, lengths of from i to i6 yards, and from silk 
selling at 50c to $2.50, and made the prices. 

Shirt-W.\ists. — Not a manufacturer's entire output — including 
all the mistakes he made — but the choice from the stocks of the best 
manufacturers and at prices that are very low. 

Ribbons. — Cleanest lot ever offered here. Up-to-date styles. 
Nothing off but prices. 

Here is a chance to get an excellent shirt-waist at almost no cost at 
all. A Percale waist, too. Percale, you know, is the fabric that 
anybody ever made for shirt-waists. It wears well, looks well, washes 
splendidly, aad will take starch without any trouble at all. 

Quality is the guiding .spirit in this store. Quality first, quality 
last, quality all the time. Where quality is, satisfaction is, and that 
is the place to spend your money. 

Then, too, it is such a pleasant place to visit, — pleasant, courteous 
sales-people who never act imj^atient when you express a wish to look 
around or rest, but not buy. 

Come as often as you can, stay as long as you like, buy if you can't 
help it. 

Parasols have been slow — more rain than shine. Here are the 
prices to stir them up. 

Wonderful how the prices on silks have come down. The value 's 
there, though. Read these four items, for in.stance, as examples of 
cheap silk selling. 


Kvery woman knows that it is an art to make summer suits. They 
know It is a heap of trouble, and the stuffs cost wonderfully when you 
start to put them together. We have made it easy for you' to skip the 
worry and the work and not to have too much to pay.' We have just 
received a number of ready-made ladies' sints from New York City 
They show all the style and exclusiveness for which that city is 
famous. They are the work of men tailors. They are full of fashion 
without your having to pay fashionable prices. Stylish, cool, and 
will give excellent service. 

We are conducting the most up-to-date .store in . We are 

using modern methods. We buy in great quantities, and sell so close 
to cost that the goods go out of the store almost as soon as we unpack 
them. A little bit of profit on a great many sales is the guiding star 
of this business. 

Ihe particular advantage of buying umbrellas and parasols at this 
store is that you can get what you want. You can suit both your 
tancy and your pocket-book. Your selections are not confined to 
a few varieties. Precisely what you desire can nearly always be 
found in stock. 

I carry whatever is good, stylish, and moderate priced. I see to it 
that neither the materials nor the workmanship is slighted. I look 
out for the newest handles and latest trimmings. 

The woman who "shops" will find the most tempting .sort of bar- 
gains among our wash goods. It 's an old story of buying too 
many. It 's an old story of selling out at prices often lower 'than the 
goods cost us. 

The women of know this store. They know its advertise- 
ments mean preci.sely what is said. That 's why we expect to close 
out several lines of wash dress goods in "less than no time " almost 
because the prices have been put down so low. 

A complete wardrobe for summer time includes a nice parasol A 
parasol is the first thing you see. If it is right in shape and trim- 
mings and color, it will afford a wonderful degree of sat.sifaction If it 
IS wrong, all the finest clothes in the State won't offset the bad effect 
\\ hite para.sols are particularly Thev look cool, and they keep 
you cool. They add a touch of daintiness to the whole attire 

A special sale in this store means a special sale. Women are com- 
ing to know this better and better every day. I have no desire to 
deceive anybody. I want to be judged fully by what I sav and what 
1 do. I want you to have confidence in me and in my goods I want 
you to know that I will give you the utmost value for your dollars 


vSilks and dress goods and seasonable things of all sorts are heaped 
up most temptingly. No matter what your merchandise need may be, 
come with confidence — and prepared to be surprised by the littleness 
of the prices. 

Did you ever notice that some women dress stylishly on a sum 
which only enables their neighbors to dress poorly? Do you know 
the reason ? Well, ask them. See if their answers are not about the 
same. They '11 say that when we advertise a bargain, the}' come and 
secure it. They know by experience that our advertisements are 
facts. When they come to the store, they find the goods to be exactly 
what we say they are. 

A charming collection of shirt-waists in reduced circumstances — 
financially reduced, but they are beautiful and proud as ever — rich 
gleanings from the Stanley productions — nothing old or musty about 
them — this season's crop — every one. Too numerous — that's the 
reason we offer them at a third to one-half less than we have been get- 
ting for them right along. We throw the several grades into two 
lots — one lot at 50c, one at gSc. 

Women's Parasols. — We have a reason for cutting the price of 
these — we want to create more talk among the people who care for 
style and appearance. Such parasols at such prices will surely be 
great talk creators. 

There 's an assortment of embroideries here that makes this store 
easily the first as regards variety and prices. Did any one ever 
undersell us on embroideries? 

No reasonable person would ever expect to get such garments for 
less than 50c each. We 're often able to give better values than even 
the unreasonable people expect. We always have a spot cash to 
exchange — for dependable goods — when we can name the price. 

We would n't advertise the following items and their prices if they 
weren't worth more — all are worth more — much more — and buyers 
will appreciate it — and talk about it — it's this favorable talk that 
we' re after — it makes us grow. garments possess that stamp of newness, of exclusiveness, of 
absolute perfection in every little detail. The lady who wears one 
won't meet the duplicate of it on ever}' corner — there is only one of 
each kind, and we 're quite certain she '11 never meet its duplicate in 


The main thing to think about in buying a corset is comfort. After 
that comes shape and figure. It is enough to get a corset that 
makes the waist small and slender, but the trouble is that it is nearly 
always done at the sacrifice of comfort. There is one corset that is 
more comfortable than any other. A cor.set that creates a long, 
graceful waist and an exquisite figure. That is — 

There is nothing easier for a woman to see at a glance than the 
worthfulness or worthlessness of a shirt-waist stock. She can see in a 
minute whether style has 1)een closely looked after. She can tell 
whether the patterns are up-to-date or back numbers. We have heard 
but one opinion of our shirt-waists. Every woman who has been here 
says it is the fullest, freshest, and fairest assortment that was ever 
under this roof. It is better than most stocks and equal to any other 
in town. 

The woman who reads our advertisements regularly, and pays atten- 
tion to them, will be ahead a good many dollars at the end of the 
year. Exactly what we say in the papers is exactly what we mean. 
We have no desire to misrepresent anything. We proceed upon the 
idea that women are good economists, and are glad to know about the 
best place to buy. We believe in telling. Come in and see how well 
our ads match our goods. 

The lady who comes here to buy a jacket or cape can be sure of this 
much — that the garment will be stylish, sensible, and serviceable. 
W'e know what every jacket and cape in this store is worth. We 
know it is right in quality, right in shape, and suited to sensible serv- 
ice. An)' woman will be charmed with the dainty way in which our 
garments are made. There is an airy lightness about them so that 
they seem to be almost without weight. 

This isn't a job made up of odds and ends and bad sizes. The 
goods are brand new and come straight from the factory. They never 
saw the light of day on a merchant's counter until this week. 

Is this plain enough ? Every article you buy at this store is 
guaranteed. No matter what it is — whether a spool of thread or a 
sealskin sacque — if you are not satisfied in every way, we want you to 
come back and get your money. There will be no fussing, no contro- 
versy. Simply .say you are dissatisfied, and your money will be cheer- 
fully returned. 

That is our way of doing business. It is the fairest way we know 
anything about. 


This is the season when most all women are thinkin_i( about shirt- 
waists. Fact of the matter is that no other garment ever invented for 
women is as comfortable or becoming or sensible as the shirt-waist. 
No matter liow much natural beauty a lady possesses, she will be 
doubly attractive if she wears stylish, perfect-fitting, up-to-date shirt- 

^^■e sell for cash alwa^'s. We extend credit to nobody. Not because 
we doubt a great many buyers' ability to pay, but because the cash 
system is the only fair plan that anybody ever invented. 

lender a credit system there are alwaj^s uncollectable accounts. A 
merchant is compelled to charge higher prices to make good these 
losses. The people who do pay are the ones who make up the losses 
from those who don't pay. 

Our cash system means bottom prices always. It means the same 
price to everj-body. It means a hundred cents' worth of goods for 
every dollar to spend. 

You can almost buy with your eyes shut and know that qualities are 
right. These little prices do not mean low qualities. 

No matter how or wh}- we do it, the newest things are here at a cost 
so small as to make you almost doubt your own eyes. 

Our plan of doing business makes it as safe for a child to buy as 
for parents themselves. Under no possible circumstances can you fail 
to be satisfied. No matter if a blind person makes a purchase here, 
the purchase money paid us will be promptly refunded if the buj'er 
wants it. We haven't the least desire to sell anything to a customer 
if it isn't exactly suitable and desirable and reliable. We are never 
satisfied unless our patrons are satisfied. 

Everybody doesn't possess good ta.ste in buying spring wraps. We 
believe onr "buyer knows as much about style and beauty as any other 
man in America. That 's what makes this department so popular with 
correct dressers. 

We are never satisfied with our store. 

No difference how complete and perfect it may seem to you — no 
matter if you are altogether satisfied with it — we are not. We are 
trying all the time to make it better. This spring it is in advance of 
last fall. Next fall it will be still further advanced than this spring. 
It is a stor}- of progress, day after day . 


Not the cheap, worthless sort, but good, carefully selected, well put 
together garments that can be depended on for faithful service — 

So]\iK Real Good Jacket News. — Nothing pleases women so 
much as good jacket news these days. Here is something late for 
your consideration. 

Makers are anxious to clear their workrooms before the Christmas 
trade sets in with full force — for then comes their lull. They talk 
"cheap" to cash listeners. We listened but we bought very scruti- 
nizingly. The values in our specials must be more pronounced even 
than in the regiilar lines. 

Bi^ANKET Goodness. — When we say "All Wool" — that's what 
it means — -no half way business about it — it 's either all wool or we 
don't call it wool — 

A Great Underwear Sale. — One of those mighty saving 
opportunities that come so seldom. We have prepared a feast of 
bargains in this department for to-morrow that will delight the thrifty. 
Some prices as low as 50c on the dollar. Read on ! 

Find its peer anywhere ! It seems that we are daily being recog- 
nized as the store where ladies' jackets can be purchased at figures 
within the reach of all. 

Riding the wave of popularity again to-morrow, as always — placing 
within your reach an aggregation of silk values of the greatest magni- 

A sensational sale of heavy woolens. Everything pertaining to the 
outer wear of man, woman, or child. Never before in the history of 
the woolen industry have fine woolens retailed at Yz wholesale price. 

Tempting Linen Offers. — Some rare good fortune awaits those 
who seek beautiful and useful gifts, and what prudent housekeeper 
does not ? 

Remarkable, isn't it, that we should make such enormous reduc- 
tions ? But we have about 125 of these fur capes left from last season. 
There is nothing the matter with them. Our policy is to sacrifice all 
goods left from a previous season, so these capes must go. 


We '11 keep December lively with dry j^oods surprises, and to-day's 
offerings are a fair sample of the extremes to which we 're going to 
resort to gain our end. It '11 be a sorry period for prices. We 
sha'n't spare popular lines and we won't force undesirable goods on 
you. The whole store is billed for a determined series of price-cuts. 
Reductions that will lay bare cost itself — and often strike a notch or 
so into loss. 

All who keep abreast of the times know that garments ready to 
wear are growing in favor. They are cut better, made better, lined 
better, and finished better than formerly — it saves worrj^ too. You 
know our qualities are stamped with bestness, our styles properly 
exclusive. Now see our l:)lack satin waists. vSome at 50c ; then there 
are some all-wool flannel with braid at 98c and #1.25. 

We want just one more customer and you 're the one that we want 
if you're not one already. If you will give us the chance to show 
you how careful we are, what good things we sell, and how much sat- 
isfaction there is in trading with us, we are sure you will become 
a regular customer. We would take anything back and refund the 
money if it proved unsatisfactory, but we never have to. 

Our customers have learned by experience that we are able to sup- 
ply them not only with the latest and most exclusive novelties, but 
with the very choicest goods in style and qualit}'. Our ability to 
secure new things of the highest order of excellence is phenomenal 
and proverbial. For example, we point out our — 

Any old store won't do when you are looking for a winter wrap. 
Go where they make a specialtj' of the wrap business and you are 
sure to find just what you want. We .sell nothing but wraps and han- 
dle exclusive lines that you will find in no other store in town. 

Quality and .style are alwa3'S prominent in this department. But 
just here we want to mention a few of our strongest specials. 

By our strength of infinite resources we 've scored many victories 
for you. We are never feeble, never faint-hearted in battling with 
high prices. If we were we'd never expect to be conquerors. That 
our name is synonymous with big value giving is evidenced by the 
busy scenes always surrounding every department. We are on the 
home stretch of this year's business record, and to roll up the biggest 
volume of merchandise selling .since our establishment, we 're will- 
ing to shave prices very near the cost line. So from now until the 
end of December expect the most phenomenal bargains from every 
department in our stores. 


The store abounds in just such offerings that this weather would 
suggest. Our buyer's cleverness will be apparent by the smallness of 
prices asked, but we always assert that not by an}- possibilities nor 
under any plea shall good, seasonable merchandise be sold lower any- 
where. Come while the best values are here. 

A QUARTKTTK OF Fi^ANNKL BARGAINS. — Four special offerings 
that will swell the usual cold weather crowd of buyers at the flannel 
counter to-morrow. Every one is a strong leader — and any one is 
worth coming after alone. Good, reliable flannels seldom reach such 
a low-price level. 

You '11 be satisfied with goods bought here. Our customers are 
spared that uncomfortable afterthought : "I might have done bet- 
ter." You '11 do best in this store. 

Heaps of business at our store. The way our business is growing 
is a caution ! Nothing like it was ever known before. To think that 
this city has been content to pay big credit prices all these years, 
until we showed it what a strictly cash house can do ! We cut full 
40 per cent under the credit prices. 

It's an ill wind that blows nobody good. Through an error in ship- 
ping, one of our orders for fall goods was duplicated. The materials 
are seasonable goods and the wholesaler has asked us to sacrifice 
them. We have decided to do so, and the wholesaler's loss will be 
our customers' gain. 

Come and Share the Spoils. — Hundreds of your friends are 
carrying away in triumph the spoils of this immense clearance sale 
every day. On account of the holiday goods which are crowding in 
we are compelled to cut all other prices in order to make room. Take 
this ad seriously, and, believe us, you can make a big saving on pur- 
chasing before this week ends. 

The Indian regards his blanket as second only in importance to his 
rifle. Civilization regards blankets in this sort of weather as priceless. 
But even in blankets there 's a difference. Our stock contains only 
the better sorts. They're low priced 'tis true — but that's the way 
with everything here — low priced — high grade. And nothing else 
finds room. 

Here are pretty, well-fitting, stylish coats at I3. 50. Of course that 
was n't meant to be the price — they 're I5.00 coats all through. 

thp: dry goods book. 

The sign of the dollar is what interests the Imlk of the buying pub- 
lic. When they find where they can save or make a dollar, they are 
at once interested. Our desire is to save dollars for those who deal 
■vvith us. We are glad of our ability, and anxious for an opportunity 
to demonstrate to you what we can and will do. 

A pretty tie holds an important place in a woman's toilet this sea- 
son. And our showing to-day speaks the extensive readiness to please 
all tastes. Nothing really pretty is missing from this gathering. 
Hundreds of beautiful styles are displayed. Stock collars, jabots, 
fronts, bows, ruflfs, and collarettes. 

The old story of a maker who battled against a delayed winter and 
dull trade — and lost. Many garments were only partlj' completed ; 
we supplied funds to finish them all, and offer the first lot to-day. 
Some at half values — some even at less. These coats are perfect in 
every way, and comprise the newest styles, made of many different 
cloths. All sizes in the assortment. The average value is ;^ 15.00 ; to- 
day's selling is at $7.50. 

In this great world of merchandising, opportunities are constantly 
occurring in which spot cash and a great outlet count for a great deal 
in purchasing. We are ever in the market, no lot is too large for us ; 
providing it is of good grade and underpriced. We always give our 
customers the benefit of these purchases. 

The Survival of the Fittest. —It is for good plain business 
reasons that this house so far outshines any thing of its kind in this 
part of the State — reasons that are perfectly obvious to the visitor. 

The goods are here, all crisp and bright as the blushing autumn 
leaves. The prettiest offerings for holiday shoppers you ever looked 
at. We want you to see them. Don' t wait a minute. The stock is 
ripe and ready for your reaping. Come to-day, and select presents for 
your friends and families. 

The fur market is as sensitive as the stock market — a lull in sales, 
or the late starting of a .season's business will send prices .scampering 
down hill. And yet furs have a more real ba.sis of value than any 
other article of woman's attire. To buy during the little scares is 
.simply to make one's money go an extra long way. 

W^omen's Merino Underwear. — Your good health depends 
greatly on the undergarments you wear. We don' t sa}- cotton is wool 
here, but we do say we' ve the best stock and lowest prices. 


We don' t need to study the stars to know when there's a need for 
housekeepers' linens. Same with holiday goods. People have been 
" looking around " for some time. Now they are buying. It is much 
better to buv when assortments are complete — putting it off till later 
is bad policy. We'll siipply your ever}' want — and at lowest prices, too. 

Early predictions of a hard, cold winter are being fulfilled, and this 
is onlv the beginning. Weeks and weeks of it still to come. Good 
warm bed furnishings will be needed well on into the spring, unless all 
the weather prophets are wrong. Time to get them is now, while the 
winter's young, and the stocks are fresh and new. 

Silk Petticoats. — Plenty of them, and pretty ones, too, and 
priced right. You would n' t ask for more, even if you could. 

Instead of putting fancj' holiday prices on our goods because we 
know you will buy anyway, we have marked down every article in 
this store, so that 30U can make all your purchases now, and not have 
to wait until after the holidays to get the advantage of reduced prices 
for goods that you want now. 

A Big Little Lining Story. — They are the cotton linings that 
look and feel and sound like silk ; — yes, and wear better than some 
silk kinds. They are light in weight, but strong, with a crispiness to 
the touch and a silky luster to the eye. 

Blankets need first of all to be warm, but comfort demands also that 
the}- be pleasant to both smell and touch. Hard to get the wools pure 
and inodorous ; few makers accomplish it ; but we have found the 
ones that do. Only scentless wools, carded to the pleasant fluffy 
warmth, are used in the making of the blankets we show. Of course, 
not all the blankets are all wool ; cotton is better for the warp in 
some of the cheaper grades. 

The mighty magic of fair dealing and low prices for good goods dur- 
ing this great sale is drawing the purchasing public into the four walls 
of our big salesrooms, and it is not to be wondered at, when we are 
selling the very goods at such prices as these : — 

You can't buy a poor article at our store, and you can't buy an ar- 
ticle that we are not willing to exchange or give your money back for, 
in case you don't like it after you get home. 


Vou should use discretion in doing 3'our lu)liday shopping, and go to 
the place where you are sure to fincl the best quality of goods. We 
invite you to come to this store; for we know — well, never mind 
what we know. You accept our invitation, and you will find many 
pleasing items to your advantage. 

Dress goods SppXIAi,. — Call it pu.shing out some excessive stock, 
making room, or what you will, but this morning's opportunity for 
some l)right, fresh fabrics such as these will not go unheeded. 

The larger store and extended stocks, afford greater opportunity 
for choosing. We mean to merit the preference of gift buyers with 
goods of the better class, priced to make it financially interesting for 
you to come here, as well as interesting from every other point of 

In an establishment like this that gathers under its roof such a 
variety of gift goods from all over the world, you are sure to find some- 
thing suitable for every man, woman, and child. 

We have always had the name of selling the best quality of furs 
and most stylish, tasty cloth cloaks shown in this city. In addition 
to these facts, this year we have got (and justly earned) the name of 
selling the best goods for the least money. Whatever others did on 
" mistaken early purchases," surely we made no mistakes. Our goods 
have been right, our prices have been right, and we have sold the 
goods. The goods we have now are late arrivals in new effects, differ- 
ent from early goods (we never believed in uniforming the town with 
great quantities of the same styles), and again our prices are right. 

This sale means big losses to us, but big gains to the consumer. 
Our dress goods stock must be moved, whatever the sacrifice. All 
new and desirable, no old or shop-worn stock. All new Fall and 
Winter goods, purchased this season. 

We are intensely anxious to earn, during the holidays, a certain ad- 
jective. We wi.sli to be called "The Comfortable Store." To gain 
this honor, during the top pressure days before us, has recjuired much 
planning. None but mem1)ers of our own store-family can realize the 
extent and depth and breadth of these preparations. It is not enough 
to promise you an unequaled stock and fairest prices. We recognize 
your right to speedy, accurate, and satisfactory service, and to phys- 
ical enjoyment and comfort while uufier our roof. vSo far as care and 
thought and experience and expenditure can secure these, you shall 
have them, holidays or no holidays. 


Curtain chances not likely to occur ajjain in many a month. Lace 
curtains — of the desirable, dependable sort — are to be sold here 
Monday, as you never bought them before. 

We respect the intelligence of the people of this community. 
We credit them with that American connnon sense that recognizes 
a really good thing and detects the fraud. Without further 
comment we call your attention to our immense stock of hand- 
some dress goods, silks, velvets, satins, trimmings, cloaks, capes, 
and underwear. Judge this store by the reliable goods you find here, 
and we are satisfied. We want you to come and see what we are 
oflfering this week. You are not compelled to buy. 

A week of extra value oflfering in the dress goods department for the 
economical. Don't miss this money-saving opportunity. 

Why wait for January clearance sales ? the time to buy is now. The 
prices we name for this week's sale are low as could possibly be made 
at any time. There is a limit to price cutting, and the values quoted 
make plain that we have reached this limit. Stocks are complete, you 
have a choice now that can not be had later. The coat you want is 
certainly here, for all is shown that 's new, nobby, and worthy. There 
is every reason why you should buy now — and buy here. 

A half-bleached linen always retains its sturdy goodness. It soon 
becomes full white in use, and its quality is as serviceable as bleached 
linen would be at a half more. This word just describes some excel- 
lent half-bleached table linen now selling at fifty cents a yard. 

CoivORED Dress Goods — Remnants. — Our incomparable dress 
goods stock is kept up-to-date by the continual addition of novel 
weaves and new shades as soon as produced. Such energetic mer- 
chandising naturally brings a lively business, and results in an accumu- 
lation of short ends of fabrics in an immense variety of styles and 
shades. To keep our stock clean we mark these remnants by the 
piece, at extremely low prices, for quick disposal. Many of them are 
sufficient for dress or skirt lengths, and would make acceptable holiday 

Our New York buyer found a veritable dress goods plum. From an 
importer who was anxious to have cleared decks for next year, he 
bought 63 pieces dress goods at a price that doesn't cover cost of raw 
materials. In the lot are both blacks and colors ; and every yard is a 
beauty that brightens and freshens up our stocks. 


Cold weather speaks more strongly in favor of an early purchase of 
warm, comfortable black tights for ladies and children than any word 
of ours. 

Vv^e '11 start the sale with this item, that'll inmiediately get you 
interested. This is a suit that's man-tailored, made from the best 
cloths — and all the leading colors for your choice. Coat lined with 
silk ; the new dart sleeves ; adjustable velvet collars. And perfect 
set skirts. 

A monster room-making, stock-reducing, unloading sale of high-class 
merchandise that offers the greatest money-saving chance of recent 
years. Goods in every department of our store selling at cost, at less 
than cost, at half price, and at less than half price. 

A tremendous transaction in highest standard makes at prices posi- 
tively without parallel in recent retailing. No possible chance of 
duplicating this extraordinary opportunity elsewhere — anywhere — 
now or later. 

Nice time for fur buying. Holiday goods are pushing them out. 
Room they occupy is badly needed ; and buying furs liere is safe. 
We tell you precisely what every fur is. 

Never before have we been able to serve you so well or so economic- 
ally in this department. Two large purchases from hard-uj) manu- 
facturers at 6oc and 65c on the dollar, respectively, give us tlie 
opportunity to offer values that are simply unapproachable. Look 
into it — you '11 find us correct. Among many other bargains in these 
purchases we mention these — of course, remember such opportunities 
don't stay in show-cases very long : — 

Flyers for Mond.w. — Our magnificent curtains, curtain materials 
and draperies never made a quicker flight than they are showing now 
— but there are new goods arriving daily, and every one should come 
here to-morrow to see the beautiful things that are finding their way 
to the third floor for the holiday season. Specials for Monda}-: — 

Our semiannual stock-taking sale will begin Thursday, December 
first. In the past these sales have been marked b}' success, and we 
don't intend to have this one lag behind in point of profit to you and 
interest for us. 

Perhaps you did not know that we .sell bed coverings. It will be to 
your advantage to know it, if you find it nece.s.sary to " throw on more 
clothes" these cold nights. 


Christmas, the hapi)iest season of the 3'ear will soon be upon us. 
Christmas shoj^pinj^r will be>^ii at this store in earnest to-day. This 
beinj^ our first holiday sale, we are determined to make it to your ad- 
vantage. Everything is new and attractive. Our stock embraces all 
the latest goods and novelties of the sea.son. 

When thought of umbrellas for gift purposes conies to mind, it 
invariably leads the thinker in this direction. For many years we 
have held the umbrella trade because of the innnense variety, the 
reliability of the goods, and the price reasonableness. We were never 
better prepared to hold and increase this advantage than we are to-day. 

The weather bureau is full of pent-up colds, chills, showers, shakes, 
cold winds, and blustery weather. You had better change your un- 
derwear. We make a great sale on these goods to-day. 

Don't buy underwear that was made only to sell. We are building 
on your future trade, and can not afford to load you up with trash. 

A bit of a bargain : Special lot of collarettes at a very special price 
to-day and to-niorrow\ 

This store is demonstrating every day that goods and prices count 
most in modern merchandising. Advertising, location, and many 
other things are interdependently related to results, but the style and 
character of the goods, and the prices they "re sold at are of first im- 
portance. This store seeks more business on the bassis of your self-in- 
terest, and asks you to come here because it will pay you. Investigate. 

There's not a worthy lace made but what you'll find here in a 
variety of prettiest patterns — narrowest to widest hand-made real lace 

25c a yard ! "It seems wicked to sell such goods at a quarter ! " 
groaned the dress goods man ; but why keep them at original prices, 
37, 42, and 50c, even if they are up-to-date styles? We couldn't tell 
in September that November would bring many May days, thereby 
limiting the demand for winter stuffs, and leaving the stock too large 
at holiday time? So it follows if you wouldn't pay 50 cents, 'twill 
be next to impossible resisting the new price of 25c a yard on these 
most worthy dress fabrics ! 


Our cloak store is a growth. Not a speculation or a temporary 
makeshift. For years peoj^le have been coming and asking for what 
they wanted ; we went and got it, got more, got the best markets i)ro- 
vided, and got a plenty. The plan has made the cloak section promi- 
nent ; has made it more so this year than ever before. This season 
sees us with the most satisfying gathering yet, and we 're naturally 
having many, expecting more, careful buyers every day. To-day of 
the completeness we speak of capes only. 

Ladies' Coats. — Great as have been the values in our coat depart- 
ment in the past few weeks, those we will offer to-day will far eclipse 
them for style, quality, richness, and excjuisite workmanship, together 
with extraordinary low prices — prices that border on the phenomenal 
— many great bargains await you here to-day. 

Character and Reputation. — This store possesses both. Char- 
acter, it makes for itself. Reputation comes from you. That the 
store's reputation is good is evidenced by a satisfied and steadily in- 
creasing patronage. There 's a foreshadowing of coming events 
which will be of interest to you. The intangible of a month ago now 
takes definite shape. Chrismas-tide looms up with all its trade possi- 
bilities. We 're preparing for the gift-giving time as we have never 
prepared before ; but more of this is good time. The great NOW 
offers you buying chances that claim your immediate attention. We 've 
planned for some quick stock moving during the next few days : — 

Down Comforts. — Soft and elegant — light as a feather and warm 
as toast — made from clean, pure, odorless down, and covered with 
handsome sateens and silks. 

These first winter days that call imperatively for warmer outerwear, 
have made busy selling in our cloak department. 

It 's remarkable how many ladies come directly here and buy, with- 
out a question of looking farther. Remarkable, too, how many who 
do go elsewhere, come back. "You 've the finest stock of jackets and 
suits in town," is the verdict. Imported or domestic make, high 
priced or low priced, it's all the same — the best is here in every 

"The Dependable vStore " has cut out for itself the task of setting 
the standard for low selling — and with its splendid facilities for buy- 
ing advantageously — it should prove no formidable feat. To-day's 
special values are a fitting climax for the last two weeks' wonderful 
selling, and mark the lowest ebb ever reached by retail selling. 
Every garment in this department is of the most dependable charac- 
ter — perfect in style — correct as the fashion-makers of the world can 


Gloves and mittens are necessities ; neatly and wannly lined ones 
are luxuries, when the mercury keeps down to the zero mark. 

This store is brimful of bargains. Bargains because the goods are 
the satisfactory, honest kind, and because we see to it that the prices 
are always the lowest, quality considered. This week will be a week 
of bargains all over the house. 

Our store's holiday helpfulness is the true index to its real charac- 
ter. This of all times in the year is the test period. The "sifting" 
process is a rigid one. Only trustworthy merchandise finds its way 
here, no matter how low the price. And Christmas wants are satisfied, 
whatever they may be. 

This community looks to us for proper styles, dependable mer- 
chandise, and lowest prices. Your confidence in us is not misplaced 
— every safeguard is given you — every statement we make is fulfilled. 
Each season we have shown that which is the newest and what is best. 
Every article we sell you is guaranteed ; if a garment turns out 
wrong, we make it right ; and our prices are always the lowest that 
reliable merchandise can be sold for. 

There is not a store in this county that sells goods as cheap as we 
do, day in and day out — good goods. You probably know that. 
You probably know that we never cut the price on one article, and 
make it up on the next. And you know that we are conducting a 
square, straight business, without any tricks or schemes, and that we 
avoid low methods and untrue statements as scrupulously as we 
avoid job lots and bankrupt stocks and trashy bargain wares or poorly 
made goods. 

We reduce every white cambric cushion in stock — that means no 
regular price at all — reductions of from 5c to 25c on each cushion 
means that much cheaper than the best value we ever offer — all cush- 
ions extra well filled. 

Some Rousing Silk Sales. — You will wonder how such thor- 
oughly good silks can be sold at such little prices. Mind you, good 
silks, from our regular stock, not a lot of cheap rubbish, bought for 
cheap sales. 

The greatest genuine bargain values in new dress goods are within 
your reach. It 's up to you — grasp it. This entire week will be one 
great Thanksgiving bargain-gaining event. 

Warm furs for winter weather. Snug, warm garments — all the 
popular furs and combinations. 


Record of Advertising Contracts. 




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Daily Sales and 
Advertising Record 

A concise record of your daily 
sales and the daily cost of your ad- 
vertising will be found invaluable. 
For this purpose the following 
twelve pages have been arranged. 
Very little time will be required to 
keep this record, the form being the 
simplest possible. 

After you have kept it carefully 
for a few months, you will find that 
it will indicate with a good deal of 
certainty just what your advertis- 
ing is doing for you. 

The longer you keep it, the more 
interesting and valuable it will be- 
come, and the more incentive there 
will be to make each month's busi- 
ness exceed that of the preceding 
month, or that of the corresponding 
month of the preceding year. 

Try it. Connnence with 5^ester- 
day's sales— not with to-morrow's. 







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